Rekorderlig Unveils New Peach-Raspberry Flavour for 2024

• Premium fruit cider brand Rekorderlig is launching a new category-first flavour.
• Peach-Raspberry will offer further diversification to Rekorderlig’s cider offering, with data highlighting growing demand for a Peach flavour.
• A further addition to its range this year includes Blackberry-Blackcurrant, with both flavours available in major retailers across the UK.

Rekorderlig is expanding its range with the launch of a category-first Peach-Raspberry flavour, available now in stores across the UK.

Rekorderlig Peach-Raspberry combines peach, which has been named flavour of the year by DSM Firmenich[1], with a hint of raspberry to provide a refreshingly lighter taste without too much sweetness, which is the main barrier to consumers buying fruit ciders[2].

It aims to attract both fruit cider lovers and a new range of consumers, with data showing that spirits and cocktail drinkers are increasingly turning to fruit ciders[3].

Further data shows that the flavour has broad appeal, with 87% of consumers agreeing that Rekorderlig Peach-Raspberry has both strong appeal and likeability[4].

Helping to diversify its current cider offering, Rekorderlig is also launching a new Blackberry Blackcurrant flavour, delivering a new dark fruit flavour with all year-round flavour appeal. Both flavours are launching at a 3.4% ABV level, offering more range choice following consumer and market trends.

Both new flavours are available in 500ml bottles and Rekorderlig Peach Raspberry will also be available in 10x 330ml can-pack across all major retailers throughout the UK.

The launch of the new flavours is being supported by a six-figure summer investment in a wide scale media campaign across major media channels.

Stuart Ayre, Marketing Controller Cider & Beverages at Molson Coors Beverage Company said: “The introduction of both our exciting new Peach-Raspberry and Blackberry-Blackcurrant flavours will help us appeal to a wider range of consumers and tap into more occasions over the summer months when cider is so popular. Peach in particular is a rapidly-growing flavour trend that’s becoming hugely popular across food and drink, but doesn’t have as much of a presence in fruit cider yet. Our new launch featuring a first of its kind flavour combination will help consumers enjoy this new trend as the warmer weather approaches. Meanwhile 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.”

ENDS

About Molson Coors

For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with 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. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.

Molson Coors Beverage Company has owned the marketing and distribution rights for Rekorderlig in the UK & Republic of Ireland since 2016, working closely with Swedish owner Åbro Bryggeri, to support the brand’s growth

Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com