Rekorderlig schools cider market

Enjoying exceptional growth in Australia, leading cider brand Rekorderlig has announced ‘Swedish School’ as the next stage in a string of marketing activities.

The humorous video marketing campaign encourages cider lovers to bring forth their ‘inner Swedishness’ and is spearheaded by a fictional character called ‘Olof’.

The high quality films will be hosted on a new Rekorderlig You Tube channel and Facebook page, and premiered at the Melbourne Underground Film Festival last Friday.

A huge seeding campaign is planned across lifestyle, fashion and entertainment websites.

“We are thrilled to launch the Rekorderlig Swedish School films,” says Kieron Barton, Rekorderlig managing director. “As one of our large-scale initiatives for this year, we are excited to show Australian trade and consumers alike that Rekorderlig is a pioneering cider brand that stands for being Beautifully Swedish.

“The films are a perfect opportunity for us to have a bit of fun and show the humorous side to both the brand and Sweden!”

After two years in the Australian market, Rekorderlig Cider, distributed by Red Island Marketing holds a 16 per cent share of the packaged cider category and over half of actual retail growth.*

*6 of the Top 10 highest growth cider packages are Rekorderlig Cider; Nielsen Liquor ScanTrack QTR to 30.06.12.

Source: The Shout, 29 August 2012