Rekorderlig kicks off festival partnership
By Amy Looker
Rekorderlig is getting set for a summer of cider, kicking off its exclusive cider partnership with the 2014 Sydney Festival tomorrow night.
Throughout the duration of the festival, which runs from Thursday 9 to Monday 27 January, Rekorderlig will host a themed outdoor bar within the Festival Village in Hyde Park, while on weekends it will open up the Rekorderlig Gazebo, showcasing leading DJs. [continued below]
Inspired by Rekorderlig’s ‘Beautifully Swedish’ campaign, the bar offers visitors the chance to try Rekorderlig’s portfolio of fruit-driven flavours served in jugs and with a range of garnishes, including the new Apple-Guava cider, which was specially created for the Australian market.
Rekorderlig’s sponsorship of the Sydney Festival is part of an ongoing investment in the Australian market, which has seen the brand launch a range of new flavours and branch out into draught format in the on-premise with its popular Strawberry-Lime flavour.
CCA distribution now in place
Meanwhile, January 1 marked the launch of Rekorderlig's new distribution partnership with Coca-Cola Amatil (CCA), establishing CCA as the sole importer and distributor for the cider brand in Australia.
Chilli Marketing managing director Christian Barton commented: “Red Island have done a truly incredible job building a fantastic reputation for Rekorderlig in Australia and we will push this even further working with CCA. CCA can vastly increase Rekorderlig’s footprint in the market whilst keeping the brand's premium positioning and strong market reputation.”