The Rekorderlig Blood Orange Cider Responds to Flavor Popularity
Michael Hemsworth — March 19, 2022 — Marketing
References: rekorderlig & foodbev
The Rekorderlig Blood Orange Cider is being added to the Molson Coors-owned brand's product portfolio to provide consumers with a way to enjoy the on-trend flavor profile of the citrus ingredient.
The product features a blend of the brand's signature cider along with blood oranges and pure Swedish spring water, which gives it a lighter profile that is perfect for warm weather consumption. The cider will come in 500ml bottles when it launches in the UK in April at Tesco and Waitrose locations, while Butlers and Mitchells locations will start selling it in May.
Molson Coors Marketing Controller for Cider Phil Rick commented on the new Rekorderlig Blood Orange Cider saying, "We know people are always looking for exciting new flavours – it’s what creates interest and attracts new consumers to the category. With that in mind, we’ve created Rekorderlig Blood Orange Cider for those who are keen to try a refreshingly different flavour, with an exciting twist, in line with consumer trends for the year. This launch forms part of our strategy to continue leading the way when it comes to innovation by tapping into the latest trends, and driving growth in the premium fruit cider category. We will continue to explore new ways we can grow our portfolio to deliver further sales for our customers.”
The product features a blend of the brand's signature cider along with blood oranges and pure Swedish spring water, which gives it a lighter profile that is perfect for warm weather consumption. The cider will come in 500ml bottles when it launches in the UK in April at Tesco and Waitrose locations, while Butlers and Mitchells locations will start selling it in May.
Molson Coors Marketing Controller for Cider Phil Rick commented on the new Rekorderlig Blood Orange Cider saying, "We know people are always looking for exciting new flavours – it’s what creates interest and attracts new consumers to the category. With that in mind, we’ve created Rekorderlig Blood Orange Cider for those who are keen to try a refreshingly different flavour, with an exciting twist, in line with consumer trends for the year. This launch forms part of our strategy to continue leading the way when it comes to innovation by tapping into the latest trends, and driving growth in the premium fruit cider category. We will continue to explore new ways we can grow our portfolio to deliver further sales for our customers.”
Trend Themes
1. Citrus-flavored Alcoholic Beverages - Opportunity to explore the trend of adding citrus flavors to alcoholic beverages to attract new consumers and offer more refreshing drink options.
2. Premium Fruit Ciders - Innovation opportunities exist to offer unique blends of fruits and high-quality ingredients to create elevated and sophisticated cider products.
3. Pairing Refreshing Flavors with Warm Weather - As temperatures rise, businesses can offer lighter, citrus-forward options for consumers seeking refreshing drink choices.
Industry Implications
1. Alcoholic Beverage Industry - Opportunity to create unique and refreshing drinks to meet evolving consumer preferences, particularly with the addition of new flavors.
2. Premium Cider Industry - Challenges and opportunities exist to create more elevated and sophisticated cider products, featuring unique blends of fruits and high-quality ingredients.
3. Supermarket and Convenience Store Industry - Retailers can capitalize on the trend of citrus-flavored alcoholic beverages for warm-weather consumption by offering a variety of options to their customers.
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