THE company behind Swedish cider brand Rekorderlig is tapping into what’s said to be a growing demand for orange flavours with the launch of Rekorderlig Blood Orange.
Molson Coors, which bought Rekorderlig UK in 2015, said the new 4% ABV cider has been created by blending Rekorderlig cider with blood oranges and Swedish spring water.
The new product – which follows the launch of the brand’s Pink-Lemon and Watermelon-Citrus variants – will be supported by a multi-million pound marketing campaign for the wider Rekorderlig brand throughout the summer, which will include sampling and media activity as well as point of sale materials for venues.
It is already being stocked by on-trade operators including Whitbread and will be appearing in Mitchells and Butlers outlets from this month.
“We know people are always looking for exciting new flavours – it’s what creates interest in venues and attracts new consumers to the category,” said Phil Pick, marketing controller for cider at Molson Coors Beverage Company.
“With that in mind, we’ve created Rekorderlig Blood Orange Cider for those who are keen to try a refreshingly different flavour, with an exciting twist, in line with consumer trends for the year.
“This launch forms part of our strategy to continue leading the way when it comes to innovation by tapping in to the latest trends, and drive growth in the premium fruit cider category.
“We will continue to explore new ways we can grow our portfolio to deliver further sales for our customers.”