New font, cocktails and events for Rekorderlig


Rekorderlig Cider on DraughtA new font design is being launched for premium Swedish cider Rekorderlig as part of major investment in the brand that also includes events and cocktails.

The new font has a wooden tap handle and brushed stainless-steel trim plus brightly coloured LED lighting on the front which, along with the handle, changes depending on the flavour.

Gemma Copping, marketing director for Rekorderlig said: “The contemporary but elegant design reflects our Swedish heritage and Beautifully Swedish positioning and will maximise our exposure in bar.

“Currently fruit cider accounts for only a small percentage of the total draught cider category and, with fruit cider driving the growth of the packaged cider category, we feel there is a real opportunity to extend this trend into the draught sector.”

Rekorderlig’s Wild Berries flavour has also been added to the draught offering, with its first listing confirmed in 20 of Greene King’s Premium Metropolitan pubs. It joins Apple, Pear and Strawberry-Lime.

The font redesign coincides with Rekorderlig’s £4million investment in its Beautifully Swedish marketing campaign, which includes a national advertising campaign, in-bar activities and experiential events.

The events include a Swedish-inspired Midsummer House in east London’s Victoria Park from June 21 to July 5 which will be decorated with authentic Swedish homely touches and have a relaxed outdoor area.

Its bar will serve an extensive range of Rekorderlig’s ciders, including the new limited-edition passion fruit flavour, as well as cider-based cocktails to showcase Rekorderlig for mixing.

Cocktails will include the Rekorderlini, a blend of Rekorderlig Pear and champagne, mixed with fresh lemon juice and chocolate syrup, which was named in a competition on Rekorderlig’s social channels.

The Rekorderlig Svenska Cup is a fresh and fruity blend of Rekorderlig Strawberry-Lime, vodka, elderflower and fresh lime juice, topped with cucumber and mint leaves. The Midsummer Martini is made with Rekorderlig Apple-Blackcurrant shaken with vanilla gomme, gin and lemon juice, garnished with a twist of lemon.

Another cocktail will be the Swedish House Beet, which is a sweet and sour mix of muddled beetroot, Courvoisier cognac, mint leaves and Rekorderlig Apple, served on the rocks. The refreshing tropical Stockholm Storm combines dark, light and coconut rum, Chambord black raspberry liqueur and Rekorderlig Mango & Raspberry, served long with fresh orange and mint over ice.

Gemma said: “Consumers new to Rekorderlig will have the opportunity to live and breathe our brand heritage and style, whilst fans will sample their favourite flavour in a variety of innovative cocktail serves, all in a setting that embodies our Beautifully Swedish mantra.

“The activity will further endorse Rekorderlig’s image as a must-have product behind the bar, showcasing to buyers the very best of what can be done creatively to increase sales.”

The Scandinavian chefs behind The Disappearing Dining Club will serve up a barbecue menu of Korv med brod – Swedish-style hot dogs with freshly made toppings including wild lingonberry (made with Rekorderlig Wild Berries), cucumber relish, prawn salad and Danish Remoulade.

The Midsummer House is expected to attract around 2,500 visitors over the two weeks, supporting the wider campaign to drive awareness of the brand among a key audience of “tastemakers” aged 20 to 35.

It will be promoted with the continuation of Rekorderlig’s first-ever out-of-home advertising campaign, including imagery on the London Underground. There will also be cover wraps on Stylist, Shortlist and Time Out magazines and adverts on billboards in high-profile London locations.

The event is ticketed, costing £10 per person, which includes a free Rekorderlig cider of their choice and a Swedish barbecue dish. Tickets are on sale via www.facebook.com/rekorderliguk.

Pictured in a mock-up below, it will be open every day except Mondays, from 6pm to 11pm during the week and from midday to 5pm and 6pm to 11pm at weekends.
Rekorderlig Midsummer House

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