MCBC unveils two new Rekorderlig flavours

Both 3.4% ABV, MCBC said the new serves would “diversify” its current cider offering while the flavours had a “broad appeal” to consumers.

The global brewer added its Peach & Raspberry variant provided a light taste without too much sweetness, one of the “main barriers” to consumers buying fruit ciders, while Blackberry & Blackcurrant delivered a new dark fruit flavour with “year-round appeal”.

Exciting new flavours 

In addition, the Burton-upon-Trent based brewery, which also brews Aspall Cyder and Carling, said fruit ciders were worth almost £750m to on-trade operators and were “popular with consumers” as sales had grown in both volume and value over the past year.

MCBC marketing controller cider and beverages Stuart Ayre said: “The introduction of both our exciting new Peach-Raspberry and Blackberry-Blackcurrant flavours will help us appeal to a wider range of consumers and tap into more occasions over the summer months when cider is so popular.

“Peach in particular is a rapidly growing flavour trend that’s becoming hugely popular across food and drink but doesn’t have as much of a presence in fruit cider yet.

“Our new launch featuring a first of its kind flavour combination will help consumers enjoy this new trend as the warmer weather approaches.

Big boost

“Meanwhile Blackberry Blackcurrant will be a big boost to the dark fruit category – which is a popular choice all year round – offering shoppers a more premium variety of this classic favourite.”

The launch of the new flavours is being supported by a six-figure summer investment in a wide scale media campaign across major media channels.

Rekorderlig Peach & Raspberry and Blackberry & Blackcurrant are both available to on-trade outlets now in 500ml bottle format direct from MCBC.