Good Drinks Australia has launched Rekorderlig 8%, described as a “dubbel-strength” extension of the iconic Swedish cider brand.
The new range, available in Passionfruit-Mango and Strawberry-Kiwi flavours, taps into enduring Australian interest in cider, with FiftyFive5 Consumer Surveys showing one in four liquor shoppers buying the category and a sizable overtrade with the important 18-35 demographic.
The launch targets the fastest-growing corner of the cider category. High ABV cider is growing ahead of the category in Australia, accounting for 25 percent of total volume according to Circana data.
“With the cider category skewing younger, flavour innovation in high demand and the high ABV segment outperforming the total category, we saw a clear opportunity to bring something new to the market: a flavour-led, fashion-forward high ABV cider that gives cider drinkers a premium way to enjoy high tempo occasions,” said Rekorderlig Brand Manager Mimi Crompton.
“Although High ABV now represents around one in four dollars spent on cider it has been dominated by mainstream and largely masculine offers. Rekorderlig is one of the most well-known and trusted cider brands in Australia and it gives us the credentials to bring a premium, credible offering into that space.
“Perfect for pre-drinks or catch-ups with the girls, we’ve aimed to capture the bold Swedish spirit of Rekorderlig in every sip of this new cider.”
Rekorderlig 8% is rolling out nationally, with stock already in independent retailers and national chains. Rekorderlig 8% is available in 375mL cans, sold in four-packs, at a recommended retail price of $26.