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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

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by GlobalData
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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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Free Whitepaper
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Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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