Molson Coors Beverage Company has expanded the Rekorderlig range with a new Pineapple‑Kiwi flavour and a 500ml single‑can format for its top‑selling Strawberry‑Lime variant.
Rolling out at 3.4% ABV in 500ml bottles and 500ml cans, Rekorderlig Pineapple‑Kiwi blends crisp pear cider with the taste of tropical pineapple and a hint of kiwi, made with pure Swedish spring water.
The launch taps growing demand for tropical flavours, which have become the second‑biggest flavour across premium fruit cider in the off‑trade. With 50% of sales from previous new flavour launches coming from new consumers, the new variant seeks to attract additional shoppers to the category.
Alongside the new flavour, Rekorderlig is rolling out Strawberry‑Lime in a 500ml single can, building on growth in premium fruit cider single cans and following the introduction of Wild Berries and Peach‑Raspberry 500ml cans last May.
The brand will be supported this summer with out‑of‑home, sampling, social activity and in‑store media under the ‘Find Your Fruktig’ campaign.
