Swedish cider brand Rekorderlig has added a new variant to its line-up to tap into the next big flavour trend – blood orange.
Rekorderlig Blood Orange Cider, which is available now from Booker in 500ml bottles, blends cider with blood oranges and pure Swedish spring water to create a refreshing cider that aims to appeal to traditional cider drinkers and attract more consumers to the category as summer approaches. Like the rest of the range, it is gluten-free and vegan-friendly.
The new flavour will be supported as part of a multi-million-pound Rekorderlig brand campaign, which will include paid media, summer experiential activity, sampling and influencer activity, as well as point-of-sale activations.
It follows on from the launch of Rekorderlig Pink-Lemon and Rekorderlig Watermelon-Citrus.
Phil Pick, Marketing Controller for Cider at Molson Coors Beverage Company, said: “We know people are always looking for exciting new flavours – it’s what creates interest in the aisle and attracts new consumers to the category. 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 into 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.”
The Rekorderlig brand is now worth more than £125m in GB.
