Rekorderlig is expanding its range with the launch of a category-first Peach-Raspberry flavour, available now in stores across the UK.
Rekorderlig Peach-Raspberry combines peach, which has been named flavour of the year by DSM Firmenich, with a hint of raspberry to provide a refreshingly lighter taste without too much sweetness, which is the main barrier to consumers buying fruit ciders.
It aims to attract both fruit cider lovers and a new range of consumers, with data showing that spirits and cocktail drinkers are increasingly turning to fruit ciders.
Further data shows that the flavour has broad appeal, with 87 per cent of consumers agreeing that Rekorderlig Peach-Raspberry has both strong appeal and likeability.
Helping to diversify its current cider offering, Rekorderlig is also launching a new Blackberry-Blackcurrant flavour, delivering a new dark fruit flavour with all year-round flavour appeal. Both flavours are launching at a 3.4 per cent ABV level, offering more range choice following consumer and market trends.
Both new flavours are available in 500ml bottles and Rekorderlig Peach-Raspberry will also be available in 10x 330ml can-pack.
The launch of the new flavours is being supported by a six-figure summer investment in a wide-scale media campaign across major media channels.
“The introduction of both our exciting new Peach-Raspberry and Blackberry-Blackcurrant flavours will help us appeal to a wider range of consumers and tap into more occasions over the summer months when cider is so popular," said Stuart Ayre, Marketing Controller Cider & Beverages at Molson Coors Beverage Company. "Peach in particular is a rapidly-growing flavour trend that’s becoming hugely popular across food and drink, but doesn’t have as much of a presence in fruit cider yet. Our new launch featuring a first of its kind flavour combination will help consumers enjoy this new trend as the warmer weather approaches. Meanwhile, Blackberry-Blackcurrant will be a big boost to the dark fruit category – which is a popular choice all year round – offering shoppers a more premium variety of this classic favourite.”
