Molson Coors buys Rekorderlig | Scottish Licensed Trade News

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Molson Coors buys Rekorderlig UK

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Molson Coors has bought Rekorderlig UK from Manchester-based Chilli Marketing Brands for an undisclosed sum.

The acquisition gives the Carling owner exclusive rights in the on and off-trades to distribute, sell and market the full Rekorderlig cider portfolio across the UK, Ireland and the Channel Islands.

Under the deal, Rekorderlig UK will operate as part of the Molson Coors UK group of businesses and its employees will continue to lead sales and marketing operations for the Rekorderlig portfolio.

Frederic Landtmeters, managing director of Molson Coors UK & Ireland, said the acquisition is “another milestone” for the company.

“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,” he said.

Rekorderlig range[1]

“We are committed to the ‘Beautifully Swedish’ philosophy and values of the Rekorderlig brand and want to preserve the unique culture and special appeal that the brand has with cider drinkers.”

Gareth Whittle, joint owner and MD of Chilli Marketing, said: “It is fair to say we are very proud of what Chilli have achieved with Rekorderlig to date. The brand has already demonstrated incredible growth, but there is still so much potential that lies ahead.

“We truly believe that 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.”

Molson Coors said Rekorderlig cider will continue to be brewed at the family-owned brewery in Vimmerby, Sweden, where it has been produced since it was created in 1999.

 

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