Alcohol story of the week (editor’s choice): Rekorderlig

Premium Swedish cider brand Rekorderlig has launched a limited edition flavour for the summer in the form of Rekorderlig Apple-Guava.

It is a ‘semisweet’ fruit cider, which has a taste of ripe green guava and a hint of sweet apples and continues the brand’s mission to provide cider for all seasons.

Linsey Adams, customer marketing manager at Rekorderlig supplier Chilli Marketing, said: “Premium flavoured ciders have experienced phenomenal growth over the past couple of years – and this is a trend which we expect to continue as consumers seek innovative and premium brands and experiences.

“Rekorderlig Apple-Guava is a unique and great tasting flavour combination which perfectly complements the wider Rekorderlig range so we are expecting it to perform extremely well in trade.”

THE STATS:

* In the off trade flavoured cider has grown by 63% in value over the latest MAT and now accounts for 20% of total cider sales

* Rekorderlig is the fastest growing top 10 cider brand and more than 50% of the brand’s growth is from new consumers entering into the category

The launch is being supported with a multi-million pound advertising campaign. Rekorderlig is also launching an above the line media campaign throughout summer, which will give further support to Apple-Guava and include cinema, VOD, print and social media.