Rekorderlig has added a new category-first Peach-Raspberry flavour to its flavoured cider range, available now.
Rekorderlig Peach-Raspberry combines peach, which is apparently flavour of the year, with a hint of raspberry to provide a lighter taste without too much sweetness – the main barrier to consumers buying fruit ciders.
It aims to attract both fruit cider lovers and a new range of consumers, with CGA data finding that spirits and cocktail drinkers are increasingly turning to fruit ciders.
Rekorderlig has also launched a new dark fruit Blackberry Blackcurrant flavour.
Both variants roll out at ABV 3.4% and are available in 500ml bottles. Peach Raspberry also comes in 10 x 330ml can packs.
The launch of the new flavours is supported by a six-figure summer investment in a wide scale media campaign across major media channels.
Commenting on the Peach-Raspberry variant, Stuart Ayre, Marketing Controller Cider & Beverages at Molson Coors Beverage Company said: “Our new launch featuring a first of its kind flavour combination will help consumers enjoy this new trend as the warmer weather approaches.”
He added: “Blackberry Blackcurrant will be a big boost to the dark fruit category – which is a popular choice all year round – offering shoppers a more premium variety of this classic favourite.”
