After being a leading player in the growth of flavoured cider in the UK, Rekorderlig Cider is championing apple with its latest new launch.
Available on draught and in 330ml bottles, Rekorderlig Dry Äpple is described as “an innovative take on the classic apple flavour”, with a crisp, clean finish. It is promoted for drinking straight up rather than over ice.
Complementing the Swedish premium brand’s 500ml bottled range, the apple cider has a new styling that evokes Rekorderlig’s classic label design but with a modern look and feel. It is particularly targeted at men looking for an alternative to beer as well as existing cider lovers.
John Logue, global customer marketing manager at Rekorderlig distributor Chilli Marketing, said: “Apple cider is the backbone of the whole category, but in recent years the focus has been on flavoured SKUs and as a result, innovation in the apple sector has been overlooked.
“The market has been crying out for a modern and premium apple cider variant, and this was the inspiration behind Dry Äpple.
“At Rekorderlig, we have always concentrated on innovation whilst never wavering our focus on quality cider, and we’re sure Rekorderlig Dry Äpple will re-invigorate the apple cider sector, add value back into the category, and slot in brilliantly alongside our current offerings.”
Rekorderlig Dry Äpple will be supported in the UK on-trade by point-of-sale materials, PR, advertising and experiential campaigns.
In the UK on-trade, nine out of 10 consumers buy apple variants when choosing draught cider, and the draught apple sector is growing at 3% year on year. Consumers are opting for premium offerings more often, with 17% of cider bought in the UK having a premium positioning.