Molson Coors has extended its Rekorderlig range with a Pink Lemon variety, designed to tap into the growing demand for flavour variation in the cider category.

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Rekorderlig Pink Lemon Cider has a light, citrus flavour with a hint of raspberry. The supplier said 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.

The variety will be available in 500ml bottles and will be supported by social media and in-store activations, as well as consumer sampling.

Rekorderlig Pink Lemon Cider follows the launch of the brand’s Watermelon-Citrus variety last year. Tropical ciders have been growing ahead of more traditional flavours, such as red berries, in the premium fruit cider market.

Phil Pick, marketing controller for cider at Molson Coors Beverage Company, said: “Rekorderlig has successfully launched a number of premium ciders in the UK market, with a range of unique flavour innovations – and its new Pink Lemon Cider is no exception, tapping into the growing demand for more premium options and exciting flavour variations.

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“A key category driver in premium fruit cider is inspiring consumers who want new and interesting experiences from their drinks, particularly as the warm weather approaches.

“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.”

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