Lesson one when you work with brands, there's always a marketing angle. People love a good anecdote associated with their product. Why? Because it humanises it, makes it more approachable. Coca-Cola wouldn't be the behemoth it is today if the ad agency didn't have it be the go-to beverage for polar bears or Kris Kringle. The same goes for Somersby as well; this is a Danish company that originally produced cider for the Danish market but now it's hawked to the rest of the world as (please read the following in a faux British accent) "a product of Lord Somersby".
Lesson two, when you're dealing with brands: they need to be on trend; that's what the world runs on, you see. Fashion, movies, memes, the hoi polloi need to hop onto the NEXT BIG THING.
Thus the latest addition to Somersby's cider line-up—sparkling rosé.
They'll term it as "premium", "sophisticated"; it will be "provocative" and will be an "innovative experience". This is also called "bottling lightning" as marketing agency, Cadent Consulting Group told CNBC, "rosé is up on the bell curve, it's a prevalent trend, but it's not reached its apex".
And clearly, during the launch of the Somersby Sparkling Rosé, influencers are posing with it for the 'gram; that "millennial pink" that's prevalent in fashion ensemble, a hue that bubbles luxury and youth. Yes, the pink looks fantastic under the light, especially in a glass stemware but it looks even more boss when it's in the condensation-covered bottle that you're pinching it by the neck as you smize for the camera.
But other than how it looks, how does it taste? Quite delightful, if you're a lightweight. I liken it as "wine-lite"; a bougie apple orchard that's price-friendly. It's a semi-sweet drink with a pleasing balance accompanied by floral notes.
Pink is in and maybe it's a millennial thing, maybe it's a marketing ploy but if the turnout at the launch is anything to go by, this will go down well.
Somersby Sparkling Rosé retails for SGD16.90 for a 4-bottle pack and is available at major supermarkets and hypermarkets.