Pink Lemon lifestyle

Source: Molson Coors

The new flavour is reminiscent of a summer pink lemonade

Molson Coors is rolling out a Pink Lemon flavour cider under its Rekorderlig brand.

The new cider (4% abv) is said to have a light, crisp citrus flavour with a hint of raspberry, and be reminiscent of a summery pink lemonade.

Citing Nielsen data, the drinks supplier said citrus ciders had “stormed the off-trade” in 2020, taking 6% of the premium fruit cider volume share and contributing to 22% of value growth in the category [Nielsen December 2020].

Molson Coors marketing controller for cider Phil Pick said the flavour would tap into growing demand for more premium options and “exciting flavour variations”.

“A key category driver in premium fruit cider is inspiring consumers who want new and interesting experiences from their drinks, particularly as the warm weather approaches,” he added.

The new flavour will roll out in 500ml bottles at Morrisons and Ocado (rsp: TBC) as well as online via Molson Coors’ DTC store Revl (rsp: £7.99/four-pack).

It will be supported by ATL marketing activity across social media and in-store activations, as well as a consumer sampling programme.