Rekorderlig adds guava

RekorderligSWEDISH cider brand, Rekorderlig, has a new limited-edition flavor, Apple and Guava, for summer drinking over ice. The brand’s seasonal marketing campaign includes the annual Snowbombing Festival in Austria as well as UK-based events.

“The cider category has gone a long way to shed its old image,” a company spokesperson said.
“Cider has been reborn in the UK and cider consumers have changed. They are gender neutral, experimental, like to try new things and seek quality, which is why Rekorderlig appeals so much.”
According to Nielsen off-trade research quoted by Rekorderlig, over 50% of the company’s growth is down to new cider consumers.
“Rekorderlig’s penetration in to the GB market has grown at a constant rate over the last two years and will continue to improve as distribution continues to grow in the off trade,” the spokesperson added.
While the category has seen price discounting, Rekorderlig says it has seen value sales grow 87% to £24.98m, according to Nielsen figures, and says it has the highest price per litre of all the major cider brands.