Rekorderlig owner Molson Coors Beverage Company said it is being launched to cater for the premiumisation in the draught fruit cider category and to capitalise on the growing demand ahead of the summer.
The launch forms part of Molson Coors’ strategy to tap 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.
The draught format follows the continued success of the flavour variants in bottled format.
Consumers trading up
In 2024, Rekorderlig Wild Berries was the second largest packaged SKU in value terms behind Strawberry-Lime as No.1 (source: Total GB On Trade, 52 weeks ending " 25/01/2025," vs. Last Year Top 10 Packaged Sales).
The Wild Berries variant is described as a “Blending crisp cider with wild hints of raspberries and blueberries” and has a 3.4% ABV.
According to Proquo Cider Tracking Jan 2025, consumers are looking to trade up from standard fruit cider brands, premium fruit ciders now make up one in three pints sold.
Molson Coors Beverage Company marketing controller for cider & beverages Stuart Ayre 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.”
Growing demand
He added: “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.”
The draught rollout and wider brand launch will be amplified through a new £1.4m campaign investment in an impactful summer marketing campaign titled ‘Find Your Fruktig’.
This will feature prominently across out-of-home and social media, complemented by a robust sampling programme designed to drive trial.
