Molson Coors has announced the acquisition of premium cider brand Rekorderlig from Manchester-based Chilli Marketing Brands Ltd. The move gives Molson Coors the exclusive rights in the on- and off-trade to distribute, sell and market the full Rekorderlig portfolio across the UK, Ireland and the Channel Islands.
Rekorderlig will operate as part of the Molson Coors UK group of businesses and its employees will continue to lead sales and marketing operations for the Rekorderlig portfolio.
Molson Coors remains committed to the ‘Beautifully Swedish’ philosophy and values of the Rekorderlig brand and says it “wants to preserve the unique culture and special appeal that the brand has with cider drinkers.”
Frederic Landtmeters, Managing Director for Molson Coors UK & Ireland commented: “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.”
Following the recent addition of Staropramen, the Rekorderlig brand will join Molson Coors UK’s premium portfolio.
Premium fruit packaged cider is a category which is continuing to grow at a rapid pace, outperforming the broader alcohol market for the last five years, and accounting for four percent of the beer and cider market. Now worth £2.7bn, the cider market is expected to grow to £3.7bn by 2018.
Rekorderlig will continue to be brewed at the cider’s family owned fourth generation brewery in Vimmerby, Sweden, where it has been produced since its first creation in 1999.