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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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