Since launching in April, the flavour has driven “exceptional” rate of sales across the on- and off-trade to become the brand’s third highest-selling variant in less than four months.
It was secured a permanent place in the portfolio after thousands of the cider’s fans used a specially created hashtag on social media, #pashtag, over the summer to show their support for keeping Passionfruit.
Marketing director Gemma Copping said: “Rekorderlig Passionfruit perfectly tapped into the emerging consumer trend towards more exotic flavours over the key summer period.
“Feedback from both consumer and trade have been overwhelmingly positive, with Passionfruit becoming one of our best sellers in a very short period of time. This, combined with our first-ever above-the-line campaign, has led to it becoming our most successful new product development launch to date.”
In the UK on-trade, Rekorderlig has added more incremental volume and value growth than any other packaged cider over the summer. According to figures from on-trade specialist CGA Strategy, 42% of the total packaged cider volume growth has been delivered by Rekorderlig.
Rekorderlig Passionfruit is promoted for serving over ice with a wedge of lime.