Rekorderlig is rolling out a new Pink Lemon cider in stores across the UK, to tap into the growing demand for new flavour variation in the cider category.
Rekorderlig Pink Lemon Cider has a light, crisp citrus flavour with a hint of raspberry, reminiscent of a summery pink lemonade. Citrus ciders stormed the off-trade in 2020 and have already taken six per cent of the premium fruit cider volume share, contributing to 22 per cent of value growth the category. [1]
The variant will be available in 500ml bottles and will roll out across selected retailers from March. It will also be available on Molson Coors Beverage Company’s direct-to-consumer site, Revl, from the beginning of March. The roll-out will be supported by above-the-line activity across social media and in-store activations, as well as a consumer sampling programme.
Rekorderlig Pink Lemon Cider is the latest addition of the brand’s premium cider range and follows on from the launch of the tropical Rekorderlig Watermelon-Citrus last year. Tropical ciders have been growing ahead of more traditional flavours such as red berries in the premium fruit cider market. [2]
“A key category driver in premium fruit cider is inspiring consumers who want new and interesting experiences from their drinks, particularly as the warm weather approaches, said Phil Pick, Marketing Controller for Cider at Molson Coors Beverage Company. "Retailers should make sure they pay attention to their cider range this summer, balancing the classic favourites with new variations like Pink Lemon to catch the eye of customers looking to try something different.”
[1] Nielsen, Total market, Dec 2020
[2] Nielsen, Total market, MAT to Jan 2021
