Rekorderlig Spiced Plum will launch in October

Rekorderlig Spiced Plum will launch in October

Molson Coors has said it will withdraw its Rekorderlig Winter Cider variant in the UK and replace it with Spiced Plum.

Winter Cider was launched in 2009. Limited-edition Spiced Plum cider will launch in the UK on-trade from mid October.  

The 4% abv Spiced Plum is a blend of pear cider with plums, cherries and a mix of spices including cloves and cinnamon. It will be packaged in 50cl bottles. 

Can fruit cider survive UK slowdown? - Focus

The launch will be supported by sampling activity, POS material and a marketing campaign including PR and social media.

"The brand isn't one that stands still, and after six hugely successful years of Winter Cider, we felt it was time for a change," said Ali Pickering, brand director portfolio at Molson Coors. "With Spiced Plum, we're looking to reward Rekorderlig lovers with a reason to enjoy their favourite drink outside of the occasions that are traditionally associated with cider."

Molson Coors bought the distribution, sales and marketing rights of Swedish cider brand Rekorderlig in the UK and Ireland from Chilli Marketing in July last year. The cider brand, which is produced in Vimmerby, Sweden, continues to be owned by AB Abro Bryggeri.