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Rekorderlig unveils new Peach-Raspberry flavour for 2024

  • 28th May 2024
  • 5 minute read

Rekorderlig unveils new Peach-Raspberry flavour for 2024

  • 28th May 2024
  • 5 minute read

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

Rekorderlig Peach-Raspberry combines peach, which has been named flavour of the year by DSM Firmenich, 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.

It is the only peach-led premium fruit cider widely available in the on-trade and 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.

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

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 across all major venues & retailers throughout the UK and Rekorderlig Peach Raspberry will also be available in 10x 330ml can-pack in selected retailers. 

Fruit ciders are worth nearly £750m to on-trade operators and remain popular with consumers, with sales growing in volume and value over the past year9. Rekorderlig is the number one premium fruit cider brand in the on-trade, and is committed to continuing to drive popularity of the fruit cider category for consumers. 

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"