- Rekorderlig’s popular Wild Berries will be available on draught in venues across the UK from mid-April 2025
- Rekorderlig is the largest packaged premium fruit cider brand in the on-trade by value[1]
Molson Coors Beverage Company is introducing Rekorderlig Wild Berries on draught for the on-trade, as premiumisation in draught fruit cider continues.
Blending crisp cider with wild hints of raspberries and blueberries to provide a refreshingly lighter taste, the 3.4% ABV draught format follows the continued success of the flavour variants’ bottled format. In 2024, Rekorderlig Wild Berries was the second largest packaged SKU in value terms behind Strawberry-Lime as no.1[2].
It will hit on-trade venues across the UK from mid-April 2025, capitalising on growing demand ahead of the summer when consumers seek fruity, refreshing options for warmer weather and premium fruit ciders traditionally increase their share of ciders sales as a result[3].
With consumers looking to trade up from standard fruit cider brands, premium fruit ciders now make up one in three pints sold[4]. And in recent consumer testing, the Rekorderlig draught variant was preferred to other cider brands for flavour, aroma and appearance, alongside being deemed a more attractive and aspirational brand[5].
Stuart Ayre, Marketing Controller for Cider & Beverages at Molson Coors Beverage Company said: “We know people are always looking for exciting flavours in new formats – it’s what creates interest in venues and attracts new consumers to the category. The launch of Rekorderlig Wild Berries on draught will do just that and is a great opportunity for venues to tap into the growing demand for premium fruit ciders[6].
“This launch forms part of our strategy of tapping into the latest trends, to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing, fruity options, especially during the summer months.”
The draught rollout and wider brand launch will be amplified through over £1.4m campaign investment in an impactful summer marketing campaign titled ‘Find Your Fruktig’. This will feature prominently across out-of-home and social media, complemented by a robust sampling programme designed to drive trial.
[1] CGA OPM Data P2 2025 – MAT Value Sales
[2] Total GB On Trade, 52 weeks ending ” 25/01/2025,” vs. Last Year Top 10 Packaged Sales £ and % Growth/Decline
[3] CGA OPM data for Total GB On Trade | Value | 52 w/e 28 Dec 24
[4] Proquo Cider Tracking Jan 2025
[5] Proquo Cider Tracking Jan 2025
[6] Proquo Cider Tracking Jan 2025
