Molson Coors Beverage Company is expanding its Rekorderlig range with single 500ml cans of its Wild Berries and Peach-Raspberry variants.
The new formats come ahead of a crucial trading period for the category as premium fruit ciders typically gain share of overall cider sales during the summer.
The single 500ml can rollout and wider brand awareness will be amplified through an over £1.4m campaign investment in a summer marketing campaign titled ‘Find Your Fruktig’. This will feature across out-of-home, social media and in-store media, complemented by a robust sampling programme designed to drive trial.
Available in 3.4% single 500ml can format across convenience stores nationwide, Wild Berries blends crisp cider with wild hints of raspberries and blueberries, while Peach-Raspberry boasts a fresh taste of Peaches with a hint of Raspberry.
Rekorderlig is the third largest premium fruit cider brand in total trade by value, with Wild Berries and Peach-Raspberry already the no.1 and no.2 best-performing Rekorderlig flavours.
Stuart Ayre, Marketing Controller for Cider & Beverages at Molson Coors Beverage Company, said: “We know people are always looking for exciting flavours in new formats – it’s what helps to attract new consumers into the category for more occasions. The launch of Rekorderlig Wild Berries and Peach-Raspberry in single 500ml cans caters to the growing demand for can formats and gives consumers more ways to pick-up our two most popular Rekorderlig flavours.s
“It forms part of our omnichannel strategy for Rekorderlig to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing, fruity options, especially during the summer months, whatever the occasion.”
The launch follows the introduction of Wild Berries on draught earlier this year and complements Rekorderlig’s existing 10x330ml multipacks in both flavours, as the brand looks to expand can formats further to bring new shoppers into Rekorderlig and trade up into the range.
The brand noted that cans now account for 69% of all packaged fruit cider volume sales – a shift that’s being led by the rise of single 500ml cans, which are currently the fastest-growing format in the sub-category.
