Coca-Cola Amatil will assume full responsibility for the promotion and marketing of the brand in Australia.
Rekorderlig Cider launched in Australia in 2010 and now accounts for nearly 10% of the $520m AUD cider category. Coca-Cola Amatil says the brand has an important role to play in its beer and cider portfolio, with growth in fruit-flavoured cider and premium products.
Brand potential
Rekorderlig was first launched in its home market of Sweden in 1996, brewing its beer from local spring water in Vimmerby. It is now stocked in a variety of Australian bars and retailers, as well as other markets such as New Zealand, the UK, US, Germany, South Africa, Chile and Brazil.
Amatil will take on two marketers from Chilli Brands (Australia), with whom Amatil previously shared Rekorderlig’s Australian marketing responsibilities.
“Flavoured cider didn’t really exist in Australia before Rekorderlig but consumers took the brand to their hearts instantly and as a result, Rekorderlig established a strong foothold in the market,” said Chilli Brands (Australia) owner Kieron Barton.
“We firmly believe the brand has the potential to become an even bigger player in the Australian cider category and that with this new structure and talent, Coca-Cola Amatil has a huge opportunity to accelerate this progress.”