Brothers Drinks Co has lined up a GBP5m (US$7.9m) marketing spend for its namesake cider brands.

The company, formed in 1992 by the Showering brothers, confirmed today (4 April) that the summer push centres on a television and cinema ad that will highlight the brand's website. Featuring the strapline 'Welcome to the Family', the ad, which can be viewed below, will run for four months, hitting cinema screens from 6 April and appearing on TV from 1 June.

“Cinema is a great fit for our audience and a channel we have wanted to test for a while,” said Brothers' MD, Matthew Showering. “We feel it will complement our TV advertising perfectly.”

An online presence will also form part of the push. On the brand's website, consumers will be able to create a bespoke Brothers T-shirt which can be purchased through an online store. The campaign launches on 9 April to coincide with the cinema advertising.

The marketing investment represents the company's biggest annual spend so far.