Molson Coors has added a new limited edition variant to its Rekorderlig Cider portfolio in time for autumn.
Rekorderlig Spiced Plum will replace the brand’s Winter Cider, which launched in 2009.
Introduced last month, the new variant is described as a mix of pear cider with plums, cherries and a mix of spices including cloves and cinnamon.
Packaged in 500ml bottles, the 4% ABV cider is being promoted for consumption hot or cold, with the firm marketing suggested serves for both.
The launch is being supported with sampling activity, as well as a dedicated marketing campaign which encompasses PR and social media.
Ali Pickering, brand director at Molson Coors, said the Rekorderlig brand “isn’t one that stands still, and after six hugely successful years of Winter Cider, we felt it was time for a change”.
“With Spiced Plum, we’re looking to reward Rekorderlig lovers with a reason to enjoy their favourite drink outside of the occasions that are traditionally associated with cider,” said Pickering.