Rekorderlig targets tropical demand with pineapple‑kiwi cider
Molson Coors Beverage Company is strengthening its premium fruit cider portfolio with the launch of Rekorderlig Pineapple‑Kiwi and a new single‑can format for its bestselling Strawberry‑Lime variant.
The move is designed to help retailers tap into surging consumer demand for tropical flavours and the rapid growth of premium fruit cider in single‑can formats.
Rolling out nationwide in 500ml bottles and 500ml cans at 3.4% ABV, Rekorderlig Pineapple‑Kiwi blends crisp pear cider with the juicy sweetness of pineapple and a subtle hint of kiwi, made using pure Swedish spring water. The flavour has been developed to meet a clear market opportunity: tropical is currently the fastest‑growing flavour profile in premium fruit cider and has become the second‑largest flavour segment in the off‑trade.
With half of sales from Rekorderlig’s previous flavour launches coming from new consumers, Molson Coors expects Pineapple‑Kiwi to attract incremental shoppers into the category. As the UK’s second‑largest premium flavoured cider brand by value, Rekorderlig is well‑positioned to convert this interest into long‑term category growth.
Sophie Mitchell, marketing controller for cider & beverages at Molson Coors, says the launch responds directly to what shoppers are looking for. “Pineapple‑Kiwi addresses a clear gap in the market – consumers want tropical flavours but can’t find them on shelf. At the same time, we’re seeing a real shift in how people shop for premium fruit cider, with single cans bringing new shoppers into the category. By launching Pineapple‑Kiwi and expanding Strawberry‑Lime into this high‑growth format, we’re giving retailers the tools to drive sales across the summer months and beyond.”
Alongside the new flavour, Rekorderlig is introducing its top‑selling Strawberry‑Lime in a 500ml single‑can format. Premium fruit cider single cans are up 85% in value year on year, and Molson Coors says the format is increasingly important for convenience‑led missions, outdoor occasions and impulse purchases. The move follows the successful rollout of Wild Berries and Peach‑Raspberry in 500ml cans last year.
The Pineapple‑Kiwi launch adds further depth to Rekorderlig’s expanding flavour portfolio, which includes Wild Berries, Mango‑Raspberry, Peach‑Raspberry, Passionfruit and an alcohol‑free Strawberry‑Lime option. The brand will be highly visible throughout the summer, supported by a major marketing push spanning out‑of‑home advertising, sampling, social media and in‑store activation as part of its playful “Find Your Fruktig” campaign.
Mitchell says the strategy is about giving retailers a strong, flavour‑led proposition that aligns with evolving shopper behaviour. “It’s all part of our playful ‘Find Your Fruktig’ strategy – backing Rekorderlig with the innovation and investment needed to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing and fruity options, especially during the summer months, whatever the occasion.”
For retailers, the dual launch offers a timely opportunity to broaden their cider range with flavours and formats that are already resonating strongly with consumers.
