21 Apr 2015 Rekorderlig joins SA’s growing fruit cider category

Ross Young, country director, who heads up the brand locally, says the move into SA was timeous given cider’s burgeoning popularity. “The cider category globally is currently driven by a growing demand for fruit ciders. In fact, it’s clear consumers want more than just apple-based ciders – they are looking for new exciting offerings,  accepting of a mixture of interesting fruit flavours – it’s about experimentation and fun that’s boosted by the craft revolution,” he comments.

“Added to this, what many don’t know is that the South African cider market is the world’s second-largest after the UK, which was, of course, factored in when the decision was made to export the cider here.”

With a proud Swedish heritage, Rekorderlig (pronounced Rek-or-dee-lig) cider is made using one of Europe’s most-accredited spring water sources running in Boulder-Ridge River in Vimmerby, and 100% European apples or pears blended with other fruits such as strawberries and lime. It has 4.5% ABV.

“With our flavour differentiation, we show that cider is not solely a summer-time trend but can be enjoyed all year round; we’re aiming to ‘de-seasonalise’ cider thinking and drinking habits, to bring a new generation of cider enjoyment,” continues Young.

“To date, we have listed the product in a number of high-end restaurants who have had an extraordinary uptake so far – and demand for the drink has been great. The December period saw a huge surge of demand – which has continued its effects into the first part of 2015, as consumers look to try something different, other than the more traditional apple-based cider.”

Rekorderlig is tapping into a gap in the South African consumer market by offering an enjoyable, on-trend cider – with great fruit flavours, and also plans to bring in its fourth flavour variant around spring this year, positioning itself as a cider for any season.

Looking ahead, Young is positive about the brand’s place in the market and believes that the best way to bring a successful product into market is to target consumers’ changing tastes – exactly what Rekorderlig is positioned to do.

Rekorderlig is well established internationally, and is distributed to 12 countries with an award-winning status in a number of markets including the UK and Australia. The brand is partnered globally by Chilli Marketing and being distributed locally by Kreate Brands.

Unusually, Rekorderlig comes in 500ml bottles, made to drink in a 500ml glass poured over ice, or to be shared between two friends.

“As Rekorderlig is poured into the glass, the crisp and fruity aromas jump out to charm your senses, while the light effervescent colours beckon quaffers to simply lift and sip!” quips Young.

[Competition now closed] Enter DRINKStuff SA’s Rekorderlig Give-Away!

Thanks to Rekorderlig, DRINKStuff SA is giving FIVE lucky readers the chance to enjoy the cider’s crisp and fruity flavours! We’re giving away FIVE cases, yes that’s 15 scrummy 500ml bottles, a prize worth close to R500!

To enter…

Answer this question: Where does Rekorderlig originate from?

Email these, along with your name, surname, mobile number and a physical delivery address to: [email protected]

• The give-away runs from April 22-May 12, 2015. Winners will be determined by random draw at the close of the competition and notified by e-mail.
• Winners will receive their prize via courier delivery. The decision is final and no correspondence will be entered into.

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