Seasonal cider hits on-trade

Rekorderlig launches new apple and guava-flavoured variant

14c_030414THE Rekorderlig range of ciders has been expanded with the introduction of a new seasonal flavour.
Rekorderlig Apple-Guava was introduced to the trade this month with Stonegate, Fuller’s and Inventive Leisure pubs said to be among some of the first outlets to list the new variant.
The latest flavoured cider is said to taste of “ripe green guava” with “a hint of sweet apples”.
Rekorderlig’s suggested serve for the new flavour is over ice with a squeeze of lime.
Rekorderlig Apple-Guava will be promoted through a multi-million pound advertising campaign for the brand, backed by trade marketing.
The new variant will also receive further support this summer when the cider firm launches its seasonal campaign, which is set to include cinema, video on demand, print and social media advertising.
Linsey Adams, customer marketing manager of Chilli Marketing, the firm which markets Rekorderlig in the UK, highlighted the “phenomenal growth” of the flavoured cider category in recent years, a trend which Adams expects 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,” said Adams.
Last year’s spring seasonal variant from Rekorderlig – Rekorderlig Passionfruit – was made a permanent fixture in the range following “exceptional” sales across the on and off-trades after its introduction in April 2013.
Chilli Marketing said Passionfruit had become a permanent flavour after thousands of Rekorderlig consumers had taken to social media channels to call for the variant to be made available all year round.
The launch of Rekorderlig Apple-Guava and the cinema campaign scheduled for this summer follows the Swedish cider brand’s silver screen debut last winter, which saw Rekorderlig advertised in cinemas across the UK.