Breaking from its tradition of producing flavoured cider, Rekorderlig has gone back to basics to launch Dry Apple.

Available in 4x330ml bottles, ABV 5%, the new product is supported by PoS, PR, advertising and experiential activity.

John Logue, global customer marketing manager for the brand’s supplier Chilli Marketing, said despite being the backbone of the category, apple cider has been overlooked in recent years. “The market has been crying out for a modern and premium apple cider and this is why we are launching Rekorderlig Dry Apple.”

Dry Apple is targeted at men aged 18-30 and is also available in the on-trade.

Logue told Retail Express: “Customers tend to try, and then fall in love with, brands in the on-trade and then purchase them more in the off-trade.”