This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Rekorderlig takes to the streets
Rekorderlig is bringing a taste of Sweden to the UK with the launch this month of its Rekorderlig Taste Tour.
Touring the country until August, a customised Rekorderlig Citroën H truck will offer a sophisticated twist on the post-pub kebab run with its onboard selection of Swedish dishes, designed to complement the cider brand.
Consumers in cities including London, Leeds, Manchester, Brighton and Glasgow will be able to pick up meatballs with beetroot and apple salad or pearl barley mushroom risotto made with Rekorderlig pear cider, both created in collaboration with London-based Swedish restaurant Madsen.
The Taste Tour aims to build on the brand’s 126.8% off-trade volume growth (Nielsen MAT 24.12.11), in line with the wider UK cider boom. The initiative will be supported by a heavyweight PR, print and online campaign, driving traffic to Rekorderlig stockists in each of the areas visited by the truck.
Marking the scheme as “the first of our large scale experiential initiatives this year” Rekorderlig’s senior brand manager Nicol Mason highlighted its aim of “showing consumers and trade alike that Rekorderlig is not just a fantastic cider but a brand that stands for all things beautifully Swedish.”