Rekorderlig releases Apple-Guava flavour

14 March, 2014

Swedish cider Rekorderlig has launched a limited edition flavour – Apple-Guava.

The semi-sweet cider is recommended served over ice with a slice of lime.

Flavoured cider sales grew 63% in the year to October 2013 and now make up 20% of total cider sales, according to Nielsen.

Linsey Adams, customer marketing manager at Chilli Marketing, said: “Premium flavoured ciders have experienced phenomenal growth over the past couple of years – and this is a trend which we expect to continue as consumers seek innovative and premium brands and experiences. Rekorderlig Apple-Guava is a unique and great tasting flavour combination which perfectly complements the wider Rekorderlig range so we are expecting it to perform extremely well in trade.”

The launch is to be backed by a multi-million pound ad campaign as well as trade, experiential and social marketing.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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