On March 17th, it was reported that Molson Coors Beverage Company is expanding its Rekorderlig cider series, introducing a new flavor of pineapple kiwi, and launching a new single-can packaging for its best-selling strawberry lime flavor.
Rikard Lin's Pineapple Kiwi Apple Cider has an alcohol content of 3.4%. It is available in 500ml bottles and 500ml cans. The apple cider perfectly blends the flavors of tropical pineapple and a hint of kiwi, and is brewed using Swedish spring water.
The launch of this new product aims to cater to the growing market demand for tropical flavors, which have become the second most popular flavor in the high-end fruit wine market through non-ready-to-drink channels.
Among the new flavor products previously launched by Rieckermann, 50% of the sales revenue came from new consumers. It is expected that the Rieckermann Pineapple Kiwi flavor will attract new consumers to the cider category, thereby driving sales growth.
This product is launched in 500ml bottle and 500ml can formats, aiming to help retailers expand the appeal of their cider range and offer more specifications to cater to different drinking occasions.
In addition to introducing new flavors, Rieckermann has also launched its best-selling strawberry-lime flavor in a 500ml single-can format with an easy open lid, further aligning with the growing trend of the high-end fruit-flavored cider single-can market, which saw a year-on-year sales increase of 85%. Previously, Molson Coors had already launched 500ml cans of wild berry and peach-raspberry flavors in May last year.
Sophie Mitchell, Marketing Director for Cider and Beverages at Molson Coors Beveraging Company, commented, "The Pineapple Kiwi flavor fills a clear gap in the market, where consumers crave tropical flavors but often struggle to find them on the shelves. At the same time, we're seeing a real shift in the way people are purchasing premium fruit-flavored cider, with single-can products bringing new consumers to the category. By launching Pineapple Kiwi and expanding Strawberry Lime to single-can packaging, we're providing retailers with a powerful tool for sustained sales growth this summer and beyond. This is all part of our fun 'Find Your Fruit' strategy, which supports Redcider through innovation and investment to drive growth in the premium fruit cider category and attract consumers seeking refreshing fruit-flavored drinks, especially during the summer months and on various occasions."
Ricoh Delin plans to launch a series of marketing activities this summer, including outdoor advertising, sample distribution, social events, and in-store media promotion, as part of its "Find Your Fruit" campaign.
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