Rekorderlig goes dry

THE firm behind Swedish cider brand Rekorderlig said it aims to “reinvigorate” the apple cider category with new Rekorderlig Dry Äpple.


The new cider is available to the on-trade in draught and 330ml bottles.

Chilli Marketing, the firm behind Rekorderlig in the UK, is targeting the Dry Äpple variant at male drinkers looking for an “alternative to beer”.

John Logue, global customer marketing manager at Chilli Marketing, said the market has been “crying out for a modern and premium apple cider variant, and this was the inspiration behind Dry Äpple”.