Molson Coors UK has secured the rights to distribute and sell Rekorderlig ciders across the UK, Ireland and the Channel Islands.
The brewing giant today (2 July) announced it had acquired Rekorderlig UK from Manchester-based Chilli Marketing, adding the ciders would continue to be produced at the family-owned brewery in Vimmerby, Sweden.
Rekorderlig UK will operate as part of Molson Coors UK, and its employees will continue to lead sales and marketing for the Rekorderlig range. Molson Coors said it remained committed to the “philosophy and values of the Rekorderlig brand” and wanted to “preserve the unique culture and special appeal that the brand has with cider drinkers”.
Rekorderlig, which rolled out a 5% abv Dry Apple variant this spring, is best known for its flavoured ciders, and the deal will give Molson Coors greater access to this growing category. The brewer already sells Cherry and Orchard Fruit flavours under its Carling British Cider range.
Off-trade sales of Rekorderlig have grown by 7.6% to £33.1m in the past 12 months [Nielsen 52w/e 26 April 2015].
“Rekorderlig has demonstrated incredible success in the cider category and we will look to invest in Rekorderlig UK and the brand to fuel incremental growth and category development,” said Molson Coors UK MD Frederic Landtmeters.
Chilli Marketing MD and joint-owner Gareth Whittle said he was proud of what his business had achieved with Rekorderlig to date
“The brand has demonstrated incredible growth, but there is still so much potential that lies ahead,” he added. “We believe Molson Coors UK offers the opportunity for the brand to achieve its full potential in this market and through this acquisition, Rekorderlig will accelerate onwards to the next stage of greatness.”
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