Product details:
Rekorderlig, the Swedish cider brand which has become famous for driving growth in the fruit cider category, is adding a passionfruit variant to its range for the summer months. The 4% ABV drink is made using Swedish spring water and combines cider's sweetness with the 'exotic tanginess' of the passionfruit flavour. It is designed to be served over ice with a wedge of lime and joins the existing Rekorderlig range which includes pear, apple, strawberry-lime, wild berries, apple-blackcurrant, orange-ginger, mango-raspberry and peach-apricot.
USP:
Although Rekorderlig has launched seasonal variants for limited times, this is the first time it has attempted on during the summer months. The launch of the new flavour is expected to appeal to existing Rekorderlig drinkers looking to sample a new flavour and those new to the category.
Price:
Available through stockists.
Availability:
From April in 500ml bottles from regular Rekorderlig stockists. Visit www.rekorderlig.com/uk for details.
Why you should buy it:
Sales of Rekorderlig have risen 144 per cent year on year and the brand now accounts for a 12 per cent value share in the packaged cider category. Stocking the new flavour could help build on this success, says Rekorderlig marketing Director Gemma Copping: “Building on the international flavour trend towards more exotic flavours, the new limited edition Passionfruit is a completely new offering for the fruit cider category and gives consumers another new and innovative taste from Rekorderlig. This is the first time we have launched a limited edition variant for summer and it really compliments the wider Rekorderlig offering of quality flavours. Passionfruit has received exceptionally positive feedback in research with consumers, buyers and publicans so we expect it to perform extremely well in trade.”