AUSTRALIA – Coca-Cola Amatil and Abro, the global brand owner of Rekorderlig Cider has entered into a 28-year distribution agreement strengthening the former’s position in the Australian beer and cider market.
Coca-Cola Amatil will assume full responsibility for the promotion and marketing of the Rekorderlig Cider brand in Australia, enabled by expansion of its marketing department.
According to the company, Rekorderlig, first launched in Australia in 2010, is the number one flavoured cider in Australia, accounting for nearly 10% of the total cider category sales value of US$376 million (AUD 520 million).
It plays an important role in Amatil’s beer and cider portfolio, leading growth in fruit-flavoured cider and driving premiumisation in the category.
Amatil would also pick two marketers from Chilli Brands (Australia), with whom it previously shared Rekorderlig’s Australian marketing responsibilities.
“The opportunity to consolidate these additional marketers from Chilli’s Rekorderlig team into the Amatil family further builds our marketing capability and experience,” said Shane Richardson, Managing Director of Alcohol & Coffee.
“It also creates a stronger beer and cider team, which is well-positioned to work directly with the brand’s global owner Abro.”
Chilli Brands (Australia) owner Kieron Barton said he was hugely proud of what the brand had achieved so far.
“Flavoured cider didn’t really exist in Australia before Rekorderlig but consumers took the brand to their hearts instantly and as a result, Rekorderlig established a strong foothold in the market,” Mr Barton said.
“We firmly believe the brand has the potential to become an even bigger player in the Australian cider category and that with this new structure and talent, Coca-Cola Amatil has a huge opportunity to accelerate this progress.”
Rekorderlig has been part of the Amatil portfolio for five years, is said to be the leading cider brand in innovation and new product development and was recently recognised as the most distinctive cider brand on the market at the 2018 Drinks Association annual awards.
Judd Michel, Amatil’s Director of Beer and Cider said: “We’re excited at the prospect of working closely with the brand owner Abro, our customers and the brand’s large and loyal fan base to continue to drive future innovation, growth and value in the cider category.”
To bolster its delivery efficiencies, the company recently partnered with three technology startups Bellr, Snooper and Staybil as part of Xcelerate program.