Blush Rosé is the latest fruit infusion from Swedish cider brand Rekorderlig to hit the market, just in time for summer.
It features flavours of red berries and a dash of sweet peach, while providing the dry finish of a classic rosé wine.
Created with the Australian palate and conscious consumer in mind, Rekorderlig Cider’s brand manager Elle Lewis believes the brand, with its maverick point of difference.
“We’re excited for the launch of Rekorderlig Blush Rosé across Australia,” Lewis said. “It has been developed as an extension of the already hugely popular and refreshing Rekorderlig cider portfolio.
“Consumption of rosé drinks is a continuing trend among both male and female adults and we are confident Blush Rosé will be popular this summer.”
Research shows that among Australian consumers, cider consumption is greater among rosé drinkers than the general population – 58% of adults aged 18-49 years who drink cider monthly are drinking rosé.
“The inspiration for our Blush Rosé comes from Australia’s love for pale rosé wines; it will give conscious consumers an alternative option this summer thanks to its lower sugar, which has been the driving force in our point of difference, containing only 119 calories a bottle.”
Blush Rosé will be available in a 4 x 330ml pack from Dan Murphy’s, Liquorland and First Choice. It is distributed in Australia exclusively by Coca-Cola Amatil.
Joining the rosé cider boom
With rosé cider rising to ‘the drink of summer’ status in the northern hemisphere, Strongbow was the first to enter the Aussie market with its Blossom Rosé Cider, which launched in November 2018.
A spokesman for Carlton & United Breweries said: “Strongbow Blossom Rosé Cider has been enormously successful. For example, BWS data shows it had the highest repeat purchase of any new cider in the 12 weeks to late January.
“It hit $1 million in sales within several months of its launch. And it’s growing the category: almost half of all purchases are made by people whose primary drink is not beer or cider”.
The cider industry is on the rebound globally. After declining for more than two years in a row, Nielsen reports sales of cider in the US grew over the first quarter of this year.
“While regional brands have been experiencing phenomenal growth of late, this was the first positive quarter national brands have experienced in a while. You can point to rosé cider as a big reason for their recent growth ,” said Michelle McGrath, executive director of the United States Association of Cider Makers (USACM).
