Rekorderlig unveils new pineapple-kiwi flavour and expands can range

• Rekorderlig’s new Pineapple-Kiwi flavour is available now in 500ml bottles and 500ml cans across stores nationwide

• The launch taps into demand for tropical flavoured cider[1]

• Rekorderlig Strawberry-Lime is now available in 500ml single cans

  
  

Molson Coors Beverage Company is expanding its Rekorderlig range with the introduction of a brand-new flavour, Pineapple-Kiwi, and a new single-can format for its top-selling variant, Strawberry-Lime.

Rolling out at 3.4% ABV in 500ml bottles and 500ml cans, the new Rekorderlig Pineapple-Kiwi blends crisp pear cider with the fresh, juicy taste of tropical pineapple and a hint of kiwi, made with pure Swedish spring water.

The launch aims to tap into the growing demand for tropical flavours, as tropical is the fastest-growing flavour in premium fruit cider[2], having become the second-biggest flavour across the segment in the off-trade[3].

With 50% of sales from Rekorderlig’s previous new flavour launches coming from new consumers[4], Rekorderlig Pineapple-Kiwi is also set to help attract new shoppers to the cider category, driving incremental sales and offering consumers a high-quality option from the UK’s second-largest premium flavoured cider brand by value[5].

Its availability in 500ml bottles and 500ml cans aims to help retailers broaden the appeal of their cider range, with more convenient formats to tap into different drinking occasions.

Alongside the flavour launch, Rekorderlig is also rolling out its top-selling Strawberry-Lime in a 500ml single can format, further tapping into the growth of premium fruit cider single cans, which are up 85% in value year on year[6]. The move follows the successful introduction of Wild Berries and Peach-Raspberry in 500ml cans last May.

Sophie Mitchell, Marketing Controller for Cider & Beverages at Molson Coors, comments: "Pineapple-Kiwi addresses a clear gap in the market – consumers want tropical flavours but can't find them on shelf. At the same time, we're seeing a real shift in how people shop for premium fruit cider, with single cans bringing new shoppers into the category.

"By launching Pineapple-Kiwi and expanding Strawberry-Lime into this high-growth format, we're giving retailers the tools to drive sales across the summer months and beyond.

“It's all part of our playful 'Find Your Fruktig' strategy – backing Rekorderlig with the innovation and investment needed to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing and fruity options, especially during the summer months, whatever the occasion.”

The new Pineapple-Kiwi flavour is the latest addition to Rekorderlig’s growing flavour portfolio, which includes Strawberry-Lime, Wild Berries, Mango-Raspberry, Peach-Raspberry, and Passionfruit, as well as an alcohol-free Strawberry-Lime variant.

The brand is set to be unmissable to consumers this summer, with a raft of marketing activity including out-of-home advertising, sampling, social activity and in-store media as part of its playful 'Find Your Fruktig' campaign. 

ENDS

About Molson Coors 

For over two centuries Molson Coors has been brewing beverages that unite people for all of life's moments. We have breweries across the UK and Ireland, including our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands ever made, from the UK’s leading core lager brand, Carling, to popular favourites such as Coors, Madrí Excepcional, Pravha, Staropramen, Atlantic Pale Ale, Cobra, and Doom Bar.

While its history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle, with a growing beverage range in the UK and Ireland including Aspall Cyder and Rekorderlig.