Coca-Cola Amatil (CCA) has locked-in a 28-year distribution agreement with Abro, the global brand owner of Rekorderlig Cider, in an extension of its existing relationship with the Swedish category leader.
Rekorderlig has been part of the CCA portfolio for five years, and the company is also now assuming full responsibility for the promotion and marketing of the brand in Australia, a task it had shared with Chilli Brands (Australia).
First launched in Australia in 2010, Rekorderlig now accounts for nearly 10 per cent of the total cider category sales value of $520 million, according to CCA.
Judd Michel, Amatil’s Director of Beer and Cider says, “We’re excited at the prospect of working closely with the brand owner Abro, our customers and the brand’s large and loyal fan base to continue to drive future innovation, growth and value in the cider category.”
“The opportunity to consolidate these additional marketers from Chilli’s Rekorderlig team into the Amatil family further builds our marketing capability and experience,” CCAs managing director of alcohol and coffee Shane Richardson said.
