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March 21, 2022

Molson Coors Beverage Co’s Rekorderlig Blood Orange Cider – Product Launch

Molson Coors' consumer research points towards increased popularity of blood orange as a flavour

By Conor Reynolds

  • Category – Cider, flavoured 4% abv
  • Available – From this month
  • Location – UK, available in the on- and off-premise channels and through Molson Coors’ D2C platform
  • Price – SRP of GBP34.86 (US$45.84) per 15 x 50cl bottles

Molson Coors Beverage Co is rolling out Rekorderlig Blood Orange Cider in the UK market with a staggered release.

The vegan-friendly brand extension is available now both online from Amazon and through the Londis, Budgens and Premier multiple retailers. Starting in April, it will be stocked by Waitrose and Tesco stores, with a roll-out to the on-premise through Mitchells & Butlers-operated outlets in the following month.

Molson Coors is set to run a “multi-million-pound” above-the-line marketing campaign that will consist of instore advertising activations, as well as paid media and influencer content promotions over the course of the Summer. Blood Orange follows Pink-Lemon and Watermelon-Citrus in Rekorderlig’s flavoured range.

“We’ve created Rekorderlig Blood Orange Cider … in line with consumer trends for the year,” said Molson Coors’ marketing controller for cider, Phil Pick. “This launch forms part of our strategy to continue leading the way when it comes to innovation by tapping into the latest trends and drive growth in the premium fruit cider category.”

During the summer of 2021, Molson Coors activated a media campaign that sought to teach the public how to pronounce ‘Rekorderlig’. The activation targeted consumers in the 20-to-34-year-old demographic.

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