MOLSON Coors Beverage Company is to cater to the ‘growing demand’ for can formats of ciders with the expansion of its Rekorderlig range.
The wild berries and peach-raspberry variants of the cider will launch in single 500ml cans ahead of what the organisation said is a ‘crucial’ trading period for the category, with premium ciders typically gaining share of overall cider sales during the summer.
Cans now account for 69% of all packaged fruit cider volume sales – a shift that’s being led by the rise of single 500ml cans, which are currently the fastest-growing format in the sub-category.
The single 500ml can rollout and wider brand awareness will be amplified through a marketing campaign worth more than £1.4 million, with it set to feature prominently across out-of-home, social media, and in-store media – complemented by a robust sampling programme designed to drive trial.
Stuart Ayre, marketing controller for cider and beverages at Molson Coors Beverage Company, said, “We know people are always looking for exciting flavours in new formats – it’s what helps to attract new consumers into the category for more occasions. The launch of Rekorderlig Wild Berries and Peach-Raspberry in single 500ml cans caters to the growing demand for can formats and gives consumers more ways to pick-up our two most popular Rekorderlig flavours.
“It forms part of our omnichannel strategy for Rekorderlig to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing, fruity options, especially during the summer months, whatever the occasion.”
