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New premium dry apple cider will appeal to men

Premium Swedish brand Rekorderlig Cider is launching a new premium variant, Rekorderlig Dry Äpple, on draught and in 330ml bottles for the on-trade.

Complementing the brand’s 500ml range, the Dry Apple cider bottles have new styling that evokes the classic Rekorderlig label design, but with a modern look and feel.

The new cider is lightly golden in colour and has a crisp, clean finish.

In the UK on-trade, nine out of 10 consumers buy apple variants when choosing draught cider, and the draught apple sector is growing at 3% year on year. Consumers are opting for premium offerings more often, too, with 17% of cider purchased in the UK being of a premium position and, thanks to its ‘Beautifully Swedish’ positioning, they are willing to pay a 15% price premium for Rekorderlig in the flavoured cider sub category (according to CGA Trade Data 01/11/14).

The new Rekorderlig Dry Äpple is expected to engage more male consumers looking for an alternative to beer, as well as rewarding existing cider lovers.

John Logue, global customer marketing manager at Chilli Marketing, said: “Apple cider is the backbone of the whole category, but in recent years the focus has been on flavoured SKUs and as a result, innovation in the apple sector has been overlooked.

“The market has been crying out for a modern and premium apple cider variant, and this was the inspiration behind Dry Äpple.”

“At Rekorderlig, we have always concentrated on innovation whilst never waivering our focus on quality cider, and we’re sure Rekorderlig Dry Äpple will re-invigorate the apple cider sector, add value back into the category, and slot in brilliantly alongside our current offerings.”

Rekorderlig Dry Äpple will be supported in the UK on-trade by POS, PR, advertising and experiential campaigns.”

Rekorderlig Cider is brewed at the cider’s family owned fourth generation brewery in Vimmerby, Sweden, where it has been brewed since its first creation in 1999. The water is sourced from one of Europe’s most accredited natural springs, also located in Vimmerby, which is combined with apples to produce the finest in cider products.

30 March 2015 - Felicity Murray The Drinks Report, editor