Premium Swedish Cider brand Rekorderlig continues to build on the huge success of its seasonal variants with the launch of a new limited edition Passionfruit flavour.
The exclusive summer flavour is bursting with mouthwatering Passionfruit and the purest Swedish spring water for the perfect balance of sweetness and exotic tanginess. Rekorderlig passionfruit is best served over ice with a wedge of lime for the ultimate summer cider indulgence.
Rekorderlig cider is driving growth in the fruit cider category, which is bucking the trend to be one of the only categories within long alcoholic drinks to show strong growth.
This launch increases the reach of the premium Swedish cider brand, which in the UK off trade is enjoying exceptional growth, with value sales up 144% year-on-year*, whilst in the On Trade Rekorderlig cider has grown by a staggering £60m in the past 12 months, now worth £84m and accounting for 12% value share**.
Rekorderlig Marketing Director Gemma Copping commented: “Building on the international flavour trend towards more exotic flavours, the new limited edition Passionfruit is a completely new offering for the fruit cider category and gives consumers another new and innovative taste from Rekorderlig. This is the first time we have launched a limited edition variant for summer and it really compliments the wider Rekorderlig offering of quality flavours. Passionfruit has received exceptionally positive feedback in research with consumers, buyers and publicans so we expect it to perform extremely well in trade.”
To help drive sales, Rekorderlig will be supporting on-trade accounts with premium branded POS kits plus opportunities for in bar sampling.
Rekorderlig Passionfruit will be available from April and will help drive incremental sales over the summer months. The innovative addition will be available in premium bars, pubs, and major supermarkets nationwide, and also online at the Rekorderlig Flavour Shop
Get more information on Rekorderlig cider by following the Rekorderlig cider Facebook page at www.facebook.com/RekorderligUK. For all the latest drinks news, don’t forget to follow us on www.facebook.com/drinksbrands
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