Rekorderlig has launched 500ml cans of its Wild Berries and Peach-Raspberry variants.
The move caters to the growing demand for can formats, giving consumers more ways to pick up two of the cider brand’s most popular flavours, said brand owner Molson Coors.
It come ahead of a crucial trading period for the category as “premium fruit ciders typically gain share of overall cider sales during the summer”, it added.
The single 500ml can rollout and wider brand awareness will be amplified through a £1.4m summer campaign.
The ‘Find Your Fruktig’ campaign will feature prominently across OOH, social media and in-store media, complemented by a robust sampling programme “designed to drive trial”.
“We know people are always looking for exciting flavours in new formats – it’s what helps to attract new consumers into the category for more occasions,” said Stuart Ayre, marketing controller for Cider & Beverages at Molson Coors Beverage Company.
“It forms part of our omnichannel strategy for Rekorderlig to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing, fruity options, especially during the summer months, whatever the occasion.”
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