• Rekorderlig launches new Blood Orange Cider in UK in response to the growing popularity of orange-flavoured drinks
  • Rekorderlig Blood Orange Cider will be available in 500ml bottles in UK stores from March
  • Launch will be supported as part of a multi-million pound above-the-line Rekorderlig brand and integrated marketing campaign

Premium Swedish Cider brand Rekorderlig is adding a new Blood Orange Cider to its line-up to help retailers tap into the latest flavour trend.

Rekorderlig Blood Orange Cider, which will roll out in the off-trade this month, is the brand’s newest innovation launched to help retailers drive excitement and interest in the category, with blood orange deemed to be the next big trend[1].

The new flavour, which will be available in 500ml bottles, blends cider with juicy 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 we approach the warmer weather.

It is now available at Booker’s retail fascia (Londis, Budgens and Premier) and independent stores, Amazon and Molson Coors’ direct-to-consumer platform, Revl. It will also be available at Tesco and Waitrose from April.

Rekorderlig Blood Orange Cider joins the brand’s line-up of exciting flavour innovations in recent years and follows on from the successful launch of Rekorderlig Pink-Lemon and Rekorderlig Watermelon-Citrus. The brand’s ongoing innovation means it is now worth more than £125million in GB[2]. Like the rest of the range, it is gluten free and vegan friendly.

The new Blood Orange Cider will be supported as part of a multi-million pound above-the-line Rekorderlig brand campaign, which will include paid media, summer experiential activity, sampling and influencer activity, as well as point-of-sale activations to help retailers raise awareness in their stores.

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 in to 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.”

1 IFF Innovation 2021 report

[2] IRI data Total GB, 52 weeks ending 01/01/22, Value Sales

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