Molson Coors buys Rekorderlig
Molson Coors UK has bought Swedish cider Rekorderlig UK from Manchester-based Chilli Marketing Brands.
The company will distribute the Rekorderlig portfolio to the off and on-trade across the UK, and has taken on the business’s staff as well as its brands.
Molson Coors said it hopes to cash in on the £1 billion growth that CGA predicts for the cider market by 2018.
The acquisition is part of a focus on premium packaged beers and ciders. Molson Coors last month bought Czech lager Staropramen.
UK & Ireland managing director Frederic Landtmeters said: “Molson Coors is a recognised brand-builder with a successful track record of brand partnerships across the world. Rekorderlig has demonstrated incredible success in the cider category and we will look to invest in Rekorderlig UK and the brand to fuel incremental growth and category development.
“We are committed to the ‘Beautifully Swedish’ philosophy and values of the Rekorderlig brand and want to preserve the unique culture and special appeal that the brand has with cider drinkers.”
Gareth Whittle, joint owner and managing director of Chilli Marketing, said: “It is fair to say we are very proud of what Chilli have achieved with Rekorderlig to date. The brand has already demonstrated incredible growth, but there is still so much potential that lies ahead.
“We truly believe that Molson Coors UK offers the opportunity for the brand to achieve its full potential in this market and through this acquisition, Rekorderlig will accelerate onwards to the next stage of greatness.”
Rekorderlig will continue to be made in Vimmerby, Sweden, where it was created in 1999.