Rekorderlig cider introduces new font and flavour

A wood and stainless steel font featuring LED lights that change colour depending on which flavour is being dispensed, has been designed to help boost visibility of the brand on the bar.

The draught cider should be served at between 6ºC and 9ºC, and over ice, marketing director Gemma Copping said.

“Currently, fruit cider accounts for only a small percentage of the total draught cider category and, with fruit cider driving the growth of the packaged cider category, we feel there is a real opportunity to extend this trend into the draught sector,” she added.

Copping also revealed that the summer burst for the brand’s on-going marketing campaign will include a pop-up Scandi-style summer house serving Swedish food and cider cocktails in Victoria Park, east London.

The activity will be promoted with the brand’s first poster campaign, and 2,500 drinkers are expected to visit the venue over two weeks, Copping said.

“Consumers new to Rekorderlig will have the opportunity to live and breathe our brand heritage and style, while fans will sample their favourite flavour in a variety of innovative cocktail serves, all in a setting that embodies our Beautifully Swedish mantra,” she added.

The newest variant to join the line-up is Wild Berries, which will be available first in 20 Greene King pubs. It joins Apple; Pear; Strawberry & Lime; and Peach & Apricot, which was launched last month exclusively in Stonegate pubs in bottles.