Coca-Cola Amatil has strengthened its position in the beer and cider category after securing a 28-year distribution deal with Åbro, the global brand owner of Rekorderlig Cider.
Amatil will also expand its marketing department to assume full responsibility for the promotion and marketing of the Rekorderlig brand in Australia.
Speaking of the deal, Amatil director of beer and cider Judd Michel said: “It’s 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.
“We’re excited at the prospect of working closely with the brand owner Åbro, our customers and the brand’s large and loyal fan base to continue to drive future innovation, growth and value in the cider category.”
Coca-Cola Amatil will also welcome two marketers from Chilli Brands (Australia), with whom Amatil previously shared Rekorderlig’s Australian marketing responsibilities.
Shane Richardson, Coca-Cola managing director of alcohol and coffee, said: “The opportunity to consolidate these additional marketers from Chilli’s Rekorderlig team into the Amatil family further builds our marketing capability and experience.
“It also creates a stronger beer and cider team, which is well positioned to work directly with the brand’s global owner Åbro.”
Chilli Brands (Australia) owner Kieron Barton added: “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.
“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.”
© FoodBev Media Ltd 2021
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