Last Christmas, Rekorderlig Winter Cider had the highest rate of sale of any packaged apple cider in the on-trade, according to figures from research group CGA Strategy.
Made with apples and infused with cinnamon and vanilla, Winter Cider will be promoted in the on-trade with a focus on serving it hot. The liquid can be heated up in a Rekorderlig-branded urn and served in Rekorderlig’s bespoke tankards with a slice of orange.
The brand will also push its winter cocktail recipes using its range of ciders and other simple ingredients.
Rekorderlig is investing £2million in the brand in the run-up to Christmas, launching an ad campaign on October 21 – the day when clocks go back for British winter time – at a time of year when advertising of cider brands is usually quieter.
Focusing on Winter Cider, digital creative will feature professional snowboarder Chris Sorman performing urban tricks and flips, all shot in Rekorderlig’s native Sweden.
Gemma Copping, marketing director at distributor Chilli Marketing, said: “Winter Cider is a seasonal favourite and has been instrumental in driving year-round sales for Rekorderlig.
“The launch of the flavour’s first-ever advertising campaign is a pinnacle moment in the brand’s history and confirms Rekorderlig is a cider for all seasons, setting the trend for a drink option in the colder months and giving consumers an opportunity to celebrate with cider on more occasions.”
The flavour will be available from October until March 2014.