The winter variant of Swedish cider brand Rekorderlig is being brought back, supported by ideas for using it in cocktails.
Rekorderlig Winter Cider will be supported by an interactive campaign including experiential, new premium point-of-sale materials, social media, digital marketing, video-on-demand and PR.
Available in the UK from today, the spiced apple cider is infused with cinnamon and vanilla flavours and can be enjoyed cold over ice or warm with a slice of orange.
Rekorderlig has partnered with Swan to create a bespoke branded urn for 2014 giving licensees the opportunity to serve the perfect hot Rekorderlig Winter Cider. These can be bought via www.rekorderlig.com/tradeshop.
The seasonal variant will also be backed by cocktail ideas for both hot and cold cider along with a social media campaign #hotornot to provoke conversation around the hot or cold debate.
Rekorderlig global brand ambassador Joel Persson will be hosting a series of winter master classes in the trade, educating key accounts on the versatility of the liquid and how to create the perfect hot and cold serves. He has also created a collection of Rekorderlig cocktails using the Winter Cider.
The campaign will see the Rekorderlig team executing a number of experiential activities to engage young cider drinkers with a strong presence in London.
Rekorderlig was the first packaged cider brand to introduce a winter variant which is now back for its fifth year. Last year saw the Rekorderlig Winter Cider SKU grow by over 500% demonstrating a stronger demand than ever for the variant.
Linsey Adams, customer marketing manager at UK distributor Chilli Marketing, said: “In the flavoured cider market, consumers are driven by quality and innovation, which is at the heart of what Rekorderlig stands for.
“Although the packaged flavour market is a competitive space, we believe that Rekorderlig Winter Cider should be a must-stock brand due to its genuine, credible and pioneering positioning.
“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.”