Rekorderlig cider cocktail launched

A cider-based summer cocktail, served in a pitcher, is ready to hit the UK's on-trade.

The Strawberry & Lime Pitcher comprises chilled Rekorderlig Strawberry-Lime cider, poured over ice and mixed together with mint leaves.

Rekorderlig, which is made from pure Swedish spring water and fruits and berries, has also invested in new glassware this summer, with Continental-style highball glasses that are designed to shake up the cider category as well as reflect the brand's 'super premium' status.

To support the plans, the company is launching an outdoor poster campaign themed around the summer of football, in key sites across the country.

The Swedish cider brand is already proving to be a success in Great Britain, acccording to its importer, Chilli Marketing.

The pear and flavoured variants are providing much of this growth.

"We attract a real 50:50 male and female split on Rekorderlig fruit variants," says Chilli Marketing's MD Kieron Barton. "We are benefiting from females switching from wines and mixers to much lower ABV products. Rekorderlig Cider is capitalising on this switch as it offers exceptional flavours and its packaging has true unisex appeal.

With this relatively new consumer to the cider category, comes the real opportunity to sell cider as a year-round product — females stay loyal within categories all year round."

Rekorderlig is available in four flavours: Apple, Pear, Strawberry-lime and Wild Berries.