Molson Coors is boosting its flavoured ciders portfolio with range of canned cocktails from Rekorderlig.
Rolling out now to Asda and to other mults in the summer, the 5.5% abv Cider Cocktail range – available in single 250ml cans (rsp: £2) with wholesale packs of 12 planned for later this year – comprises three variants: Passionfruit Gimlet (passionfruit cider, gin and a hint of lime), Wild Berries Bramble (white rum with wild berries cider) and Swedish Punch (mint, lime and elderflower blended with vodka and strawberry & lime cider).
The NPD will be supported by PoS, PR, advertising and experiential campaigns.
“Cider cocktails are an area that we’ve continued to innovate and invest in over the past few years,” said Alison Pickering, brand director, portfolio at Molson Coors. “The new Rekorderlig range is a result of the success the brand has experienced in this area.”
She added: “Cider has become a multi-occasion drink, especially with our core consumer group of young adults. The introduction of this convenient range of cocktails offers cider fans even more opportunity to enjoy Rekorderlig, whether at home, a party or a festival.”