Soft drinks Coca-Cola Amatil (CCA) has secured a 28-year deal to distribute, promote and market Rekorderlig Cider in Australia.
Rekorderlig was initially launched in Australia in 2010 and has been part of the CCA portfolio for five years.
CCA said the drink brand accounted for nearly 10 per cent of the total cider category sales value of $520 million and plays a vital role in its beer and cider portfolio as it leads the growth in the soft drinks giant’s fruit-flavoured cider and drives premiumisation in the category.
Shane Richardson, managing director of Alcohol & Coffee said CCA will also add two marketers from Chilli Brands (Australia). It worked previously with the marketing firm for the Rekorderlig brand.
“The opportunity to consolidate these additional marketers from Chilli’s Rekorderlig team into the [CCA] family further builds our marketing capability and experience,” Richardson said. “It also creates a stronger beer and cider team, which is well-positioned to work directly with the brand’s global owner Abro.”
“It’s the leading cider brand in innovation and new product development and was recently recognised as the most distinctive cider brand on the market at the 2018 Drinks Association annual awards,” said Judd Michel, CCA’s director of Beer and Cider. “We’re excited at the prospect of working closely with the brand owner Abro, our customers and the brand’s large and loyal fan base to continue to drive future innovation, growth and value in the cider category.”
“Flavoured cider didn’t really exist in Australia before Rekorderlig but consumers took the brand to their hearts instantly and as a result, [it] established a strong foothold in the market. 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, CCA has a huge opportunity to accelerate this progress,” Chilli Brands (Australia) owner Kieron Barton said.
CCA is one of the largest manufacturers and distributors of ready-to-drink non-alcohol and alcohol beverages, coffee and ready-to-eat food snacks in the Asia Pacific region. It’s also the authorised manufacturer and distributor of The Coca-Cola Company’s beverage brands in Australia, New Zealand, Fiji, Indonesia, Papua New Guinea and Samoa.
