Rekorderlig goes dry

Premium Swedish brand Rekorderlig Cider is launching what distributor Chilli Marketing is calling a “pioneering” new variant, Rekorderlig Dry Äpple, in both the on and off-trades.

The new cider, which is available now in packs of four 330ml bottles in the UK off-premise (and on draught and in single 330ml bottles for pubs), is described as “an innovative take on the classic apple flavour”.

Apple represents the largest share of cider in the UK off-trade, and currently delivers over £665m in value sales [CGA Data 1/11/14] In the past year, consumers have been spending more, and more often, on premium apple variants, according to researcher Kantar.

Rekorderlig Dry Äpple is aimed at male consumers looking for an alternative to beer, as well as  existing cider lovers.

John Logue, global customer marketing manager at Chilli Marketing, said: “Apple cider is the backbone of the whole category, but in recent years the focus has been on flavoured SKUs and as a result, innovation in the apple sector has been overlooked.”

“The market has been crying out for a modern and premium apple cider variant, and this was the inspiration behind Rekorderlig Dry Äpple.”

“At Rekorderlig, we have always concentrated on innovation whilst never waivering our focus on quality cider and we’re sure Rekorderlig Dry Äpple will re-invigorate the apple cider sector, slot in brilliantly alongside our current offerings, and add value back into the category.”

Rekorderlig Dry Äpple will be supported in the UK off-trade and on-premise by PoS, PR, advertising and experiential campaigns.

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