Rekorderlig takes on Australia with Coca Cola deal

Rekorderlig has become the latest cider brand to pursue opportunities in the booming Australian market, after signing a deal with Coca Cola Amatil.

The agreement, effective from Janaury 2014, will see CCA become the sole importer and distributor of the Swedish brand in Australia.

According to Nielsen Scantrack MAT data to February 2012, Australia’s cider market grew by 42.8% volume and 58% value. Last year saw UK producer Weston’s Cider buy distributor World Brands Australia, since renamed Weston’s World Brands, as part of its own drive to develop this market.

Although Rekorderlig is already distributed in Australia by Red Island, who will continue to work with the brand until the end of this year, this latest move is expected to increase national distribution significantly.

“The new venture gives tremendous scope to grow Rekorderlig’s sales operations,” confirmed Kieron Barton, managing director of Rekorderlig’s global development partner, Chilli Marketing.

Commenting on the joint venture with CCA, which makes Rekorderlig the first cider brand in the beverage giant’s portfolio, Barton continued: “Although we are poles apart in size there are fantastic synergies; they share our ambitions for Rekorderlig and despite their size, they maintain an entrepreneurial nimbleness enabling them to move quickly which is massively attractive to us.

“This, coupled with a terrific sales force and incredible distribution, will allow us to drive the brand forwards here in Australia”

Explaining the attraction of the partnership for CCA, the company’s managing director for Australian beverages, John Murphy, said: “CCA is the leading non-alcoholic beverages and spirits partner for the licensed trade and the future partnership with Rekorderlig will materially strengthen our brand portfolio in this important channel.”