Cider continues to attract attention and new drinkers, with Rekorderlig in the forefront. After its biggest summer to date, Rekorderlig is driving the growth of the fruit cider category, which is one of the only categories within long alcoholic drinks to show strong growth.
Now, its Winter Cider is back by popular demand and set for its biggest year to date supported by its first ever advertising campaign, in which Rekorderlig is investing £2million at a time when the category is traditionally quiet.
The above-the-line campaign will launch across lifestyle, action sport, fashion and music channels when the clocks turn back on 21st October – celebrating the return of British Winter time and cementing the brand as a cider for all seasons.
The digital creative will hero Winter Cider and features pro-Snowboarder Chris Sorman, a member of the Rekorderlig Collective, performing urban tricks and flips, all shot in Rekorderlig’s native Sweden.
Last Christmas, Rekorderlig Winter Cider had the highest rate of sale of any flavoured cider in the off-trade, and the highest rate of sale of any packaged apple cider in the On-Trade. The flavour hits shelves in October and will be available until March 2014.
Innovative hot serve
Made with apples and infused with cinnamon and vanilla, Winter Cider serving suggestions in On Trade accounts will focus heavily on the drink’s innovative hot serve – the flavour can be heated up in one of the unique branded urns and served in Rekorderlig’s bespoke tankard with a slice of orange.
Spring-boarding from last year’s success of last year, the brand will also push their delicious classic Winter Cocktail range which have a contemporary Swedish twist and use simple ingredients to create truly unique serving suggestions in the fruit cider category.
Rekorderlig in global spotlight with 5 awards
Rekorderlig Cider’s global success continues as the Swedish brand wins prestigious awards down under.
The premium cider, whose global distribution rights are owned by Chilli Marketing, achieved outstanding success at the Australian Drinks Awards 2013, scooping a coveted five awards in total including Most Loved Cider and Best Contribution to Cider Category Growth.
The category wins were topped by claiming the award for Best Overall Innovation, cementing Rekorderlig as a brand that continues to push the boundaries in the drinks market.
Rekorderlig was also awarded Best Cider Innovation (for their latest new flavour – passionfruit), Best Cider presence in Social Media, and Best Overall Innovation.