Molson Coors Beverage Company has announced the expansion of its Rekorderlig cider portfolio with the introduction of a pineapple and kiwi flavour. The launch is a strategic response to shifting consumer preferences within the premium fruit cider segment, where tropical profiles are currently seeing the fastest growth.
The new 3.4% ABV offering blends a crisp pear cider base with tropical pineapple and kiwi notes. Consistent with the brand's heritage, the product is manufactured using Swedish spring water and is positioned to capitalise on the upcoming summer trading period.
Tropical flavor trends
The decision to introduce a pineapple and kiwi variant is supported by market data from Circana, which identifies tropical as the fastest-growing flavour profile in the premium fruit cider category. Currently, tropical flavours represent the second-largest segment across the off-trade fruit cider market.
By focusing on these high-growth profiles, Rekorderlig aims to recruit new shoppers into the category. Historical performance data from the brand indicates that 50% of sales from previous flavour launches were driven by consumers new to the cider segment, suggesting that flavour innovation remains a primary tool for category expansion.
The new flavour is being released in both 500ml bottles and 500ml single cans. The dual-format approach allows retailers to cater to different consumer missions, ranging from traditional at-home sharing to on-the-go convenience.
Simultaneously, Molson Coors is expanding its best-selling Strawberry-Lime variant into a 500ml single can format. This move addresses the rapid growth of the premium fruit cider single-can segment, which has recorded an 85% increase in value year-on-year.
Sophie Mitchell, Marketing Controller for Cider and Beverages at Molson Coors, noted that the launch addresses a specific supply-side void in the current retail landscape.
"Pineapple-Kiwi addresses a clear gap in the market – consumers want tropical flavours but can't find them on the shelf," Mitchell said. "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."
Market availability and portfolio integration
The Pineapple-Kiwi variant is now rolling out to stores nationwide. The integration of this tropical profile, alongside the format expansion of existing top-performing SKUs, forms a key part of Molson Coors' strategy to maintain Rekorderlig’s market share in the competitive premium cider sector.
By aligning product development with both flavour trends and format-specific growth data, the brand seeks to provide retailers with high-velocity options that appeal to a younger, flavour-motivated demographic.
.png)
.jpg)
.jpg)