Under the deal Molson Coors will own the rights to distribute, sell and market the full Rekorderlig portfolio in the on and off-trade in the UK, Ireland and Channel Islands. The cider will continue to be brewed at the family-owned estate in Sweden.
The move comes as the brand, created and fully owned until now by Manchester-based Chilli Marketing Brands Ltd., is set to launch its biggest ever investment in its first global brand campaign “Silver Skaters” next week (10 July). Activity will run on social, online, outdoor, in-store, in cinemas and through PR activity.
Speaking on the campaign Kieron Barton, managing director of Chilli Marketing, told Marketing Week: “We started the business out of the boot of a car. We’ve evolved into this global brand and it was the right time to have a campaign that reflected that.”
Barton added that the brand needed to “jolt awareness” of the brand in a category that is “more competitive than ever” due to changing consuming behaviours and a steady stream of innovation.
“There is a sort of staid approach to cider advertising in terms of apples falling from trees,” he said. “Our brand is more innovative than that.”
While Rekorderlig ultimately looked to develop creative that would “make you sit up and notice”, Barton said it also let social take the lead for the first time.
“Previously social was a supporting platform rather than a lead one but Rekorderlig is such an incredibly engaging brand online and we wanted to apply this approach to marketing and do something different in content and delivery.”
While it remains to be seen how plans will change as Chilli hands the brand over to Molson Coors, Barton said the brand is “going big” on attracting new consumers, particularly 18 to 28 year old males, to the brand.
Earlier this year it rolled out Dry Apple Cider in an effort to reach this demographic, which typically goes for premium lager, according to Barton.
It has also rolled out draught cider in the UK.
“We just became 1% of the UK draught market, and when you’re up against some big players that’s been incredible for us and will continue to grow,” he said.
“We were the first to bring out strawberry lime cider around the world and we’re the leading fruit flavoured cider across the globe now,” he added. “We’re prepared to do things differently and make brave choices.”