CCA GOES LONG AND SWEDISH

In Drinks Cider by Clyde Mooney

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Coca-Cola Amatil has announced signing a 28-year distribution agreement with Abro – owner of Rekorderlig Cider – and is assuming all promotion and marketing of the brand in Australia.

Rekorderlig launched in Australia in 2010, leading growth in fruit-flavoured ciders and driving premiumisation in the category to become the top seller in the style in Australia, accounting for nearly 10 per cent of the total cider category sales value of $520 million.

Rekorderlig has been part of the portfolio for five years, and CCA reports it plays an important role. The deal also sees Chilli Brands (Australia) staff join the fold, formerly sharing marketing responsibilities with Amatil.

“The opportunity to consolidate these additional marketers from Chilli’s Rekorderlig team into the Amatil family further builds our marketing capability and experience,” offers Shane Richardson, Managing Director of Alcohol & Coffee.

“It also creates a stronger beer and cider team, which is well-positioned to work directly with the brand’s global owner, Abro.”

Kieron Barton, owner of Chilli Brands (Australia), believes the brand has further to grow, bolstered by its recent recognition as the “most distinctive cider brand on the market” at the 2018 Drinks Association annual awards.

“We firmly believe the brand has the potential to become an even bigger player in the Australian cider category and that with this new structure and talent, Coca-Cola Amatil has a huge opportunity to accelerate this progress.”