- Rekorderlig’s new Pineapple-Kiwi flavour is available now in 500ml bottles and 500ml cans across stores nationwide
- The launch taps into demand for tropical flavoured cider
- Rekorderlig Strawberry-Lime is now available in 500ml single cans
Molson Coors Beverage Company is expanding its Rekorderlig range with the introduction of a brand-new flavour, Pineapple-Kiwi, and a new single-can format for its top-selling variant, Strawberry-Lime.
Rolling out at 3.4 per cent ABV in 500ml bottles and 500ml cans, the new Rekorderlig Pineapple-Kiwi blends crisp pear cider with the fresh, juicy taste of tropical pineapple and a hint of kiwi, made with pure Swedish spring water.
The launch aims to tap into the growing demand for tropical flavours, as tropical is the fastest-growing flavour in premium fruit cider, having become the second-biggest flavour across the segment in the off-trade.
With 50 per cent of sales from Rekorderlig’s previous new flavour launches coming from new consumers, Rekorderlig Pineapple-Kiwi is also set to help attract new shoppers to the cider category, driving incremental sales and offering consumers a high-quality option from the UK’s second-largest premium flavoured cider brand by value.
Its availability in 500ml bottles and 500ml cans aims to help retailers broaden the appeal of their cider range, with more convenient formats to tap into different drinking occasions.
Alongside the flavour launch, Rekorderlig is also rolling out its top-selling Strawberry-Lime in a 500ml single can format, further tapping into the growth of premium fruit cider single cans, which are up 85 per cent in value year on year. The move follows the successful introduction of Wild Berries and Peach-Raspberry in 500ml cans last May.
"Pineapple-Kiwi addresses a clear gap in the market – consumers want tropical flavours but can't find them on shelf,” said Sophie Mitchell, Marketing Controller for Cider & Beverages at Molson Coors. “At the same time, we're seeing a real shift in how people shop for premium fruit cider, with single cans bringing new shoppers into the category.
"By launching Pineapple-Kiwi and expanding Strawberry-Lime into this high-growth format, we're giving retailers the tools to drive sales across the summer months and beyond."