Molson Coors Beverage Company is introducing Rekorderlig Wild Berries on draught for the on-trade as consumers look to trade up from draught standard fruit cider brands with premium fruit ciders now making up one in three pints sold.
Stuart Ayre, Marketing Controller for Cider & Beverages at Molson Coors Beverage Company said, “We know people are always looking for exciting flavours in new formats – it’s what creates interest in venues and attracts new consumers to the category. The launch of Rekorderlig Wild Berries on draught will do just that and is a great opportunity for venues to tap into the growing demand for premium fruit ciders.
“This launch forms part of our strategy of tapping into the latest trends, to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing, fruity options, especially during the summer months.”
Rekorderlig is the largest packaged premium fruit cider brand in the on-trade by value and the draught rollout and wider brand launch will be supported with a summer marketing campaign titled ‘Find Your Fruktig’ which will feature across out-of-home and social media, as well as a sampling programme designed to drive trial.