New Rekorderlig release first to be developed for and brewed in Australia
Good Drinks Australia has collaborated with Rekorderlig to extend the iconic Swedish cider brand’s local range with a new “dubbel-strength” cider, Rekorderlig 8%, marking the first Rekorderlig cider to be developed for and brewed in Australia.
Launching with Passionfruit-Mango and Strawberry-Kiwi flavours, the new range leans on Rekorderlig’s history as leaders in flavour-driven ciders to bring new combinations and excitement to the category.
Rekorderlig Brand Manager Mimi Crompton said: “This is the first time a Rekorderlig product has been developed and brewed here in Australia. Backed by Rekorderlig Sweden and local insights it means we can move faster on flavour innovation for Australian drinkers while holding the brand to the standard it is known for worldwide.”
Created specifically for the Australian market, the new range targets the high ABV cider segment – which is growing ahead of the category in Australia, accounting for 25 per cent of total volume.
“With the cider category skewing younger, flavour innovation in high demand and the high ABV segment outperforming the total category, we saw a clear opportunity to bring something new to the market: a flavour-led, fashion-forward high ABV cider that gives cider drinkers a premium way to enjoy high tempo occasions.
“Although high ABV now represents around one-in-four dollars spent on cider, it has been dominated by mainstream and largely masculine offers. Rekorderlig is one of the most well-known and trusted cider brands in Australia and it gives us the credentials to bring a premium, credible offering into that space.
“Perfect for pre-drinks or catch-ups with the girls, we’ve aimed to capture the bold Swedish spirit of Rekorderlig in every sip of this new cider,” Crompton added.
Available in four-packs of 375ml cans for an RRP of $26, Rekorderlig 8% has already begun rolling out nationally across the on- and off-premise. The launch is supported by a national campaign spanning paid digital and social media, influencer partnerships, retail media, point-of-sale activation and sampling.
