Rekorderlig has rolled out a new Pink Lemon cider, to tap into growing demand for new flavours in the cider category.
Available now in 500ml bottles, Rekorderlig Pink Lemon Cider has a light, crisp citrus flavour with a hint of raspberry, reminiscent of a pink lemonade.
The launch is supported by social media, in-store and consumer sampling activity.
Citrus ciders stormed the off-trade in 2020 and have already taken 6% of the premium fruit cider volume share, contributing to 22% of value growth the category.
Pink Lemon is the latest addition to the brand’s premium cider range and follows on from the launch of the tropical Rekorderlig Watermelon-Citrus last year.
Phil Pick, Marketing Controller for Cider at Molson Coors Beverage Company, said: “Retailers should make sure they pay attention to their cider range this summer, balancing the classic favourites with new variations like Pink Lemon to catch the eye of customers looking to try something different.”
