Rekorderlig ambassador to promote glögg in bars

rekorderlig winter cider lodge

Master classes for bartenders are set to promote the Swedish winter serve of glögg using Rekorderlig cider.

Rekorderlig’s global brand ambassador, Joel Persson, is set to visit top accounts to demonstrate how to make the warming spicy drink – pronounced “glurg” – using the seasonal Rekorderlig Winter Cider.

Each bar will be given a personally created hamper with six traditional spices, bespoke ginger bread biscuits and “Teaballs” infusion kits for infusing the spices into the Winter Cider.

Joel, who will begin his bar visits in early December, explained: “The word ‘glögg’ comes from the old method of burning a lump of sugar drenched in cognac and letting the melting sweetness drip down into a mix of red wine and herbs.

“At the end of the 18th century the Swedish alcoholic stores started selling pre-blended glögg and it came to be naturally connected with the cold winter and of course Christmas.

“This is my own recipe for a Swedish sensation of Christmassy flavours using our very own Winter Cider.”

The glögg master classes are designed to demonstrate the versatility of Rekorderlig Cider in mixed drinks, further pushing the limits of traditional serves of cider.

The brand will also be activating the warm cider serve in over 1,500 bars nationally, supporting the venues with bespoke glassware, urns and point-of-sale materials.

To add some extra seasonal excitement, Joel will be making a handful of his visits on a Rekorderlig branded trike, offering a unique brand experience to customers.

John Logue, global customer marketing manager at distributor Chilli Marketing, said: “Joel is a brilliant asset to the brand as he continues to inspire our customers to add value to our versatile Winter Cider.

“We’re supporting and giving thanks to venues who have supported us with bespoke and personal touches. We are passionate about our cider, the cider category and the venues and consumers who are involved in it.”

Hot and cold cocktails using the Winter Cider are also available at the Rekorderlig Cider Lodge that opened in early November as part of the Southbank Centre’s Winter Festival in London.

Guests travel through a maze of blue spruce trees to find Rekorderlig’s pop-up which is inspired by “the elegance of winter” in Sweden. It features traditional fire pits, classic Swedish furniture and authentic Swedish food plus the Rekorderlig Cider range in bottles and on draught.

As well as live DJs on Thursdays and Fridays, there will be occasional giveaways of branded hand-warmers. Free to enter, it runs until January 4, from 10am to 10pm daily.

The activities are part of the brand’s winter campaign, which includes new premium point-of-sale materials, social media, digital marketing and PR designed to engage both the trade and consumers this winter. Focusing on hot and cold serves, it includes a social media campaign using the hashtag #hotornot.

Rekorderlig Winter Cider, which was introduced five years ago, grew in value by over 500% last year.

Linsey Adams, customer marketing manager at Chilli Marketing, said: “The competitive experiential campaigns by all brands at this time of year challenge Rekorderlig to come up with unique events for consumers and this year’s Cider Lodge really delivers.

“Rekorderlig’s winter activity is set to bring the brand to life for consumers and continue to position the brand as the number-one cider for all seasons.”

Rekorderlig Winter Lodge

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