Good Drinks Australia has launched Rekorderlig 8% – an 8% ABV “dubbel-strength” extension of the Swedish cider brand. The new range is available in Passionfruit-Mango and Strawberry-Kiwi flavours.
“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 Mimi Crompton, brand manager at Rekorderlig.
“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 in the off premise, with stock already in independent retailers and national chains.
The launch will be supported by a national campaign spanning paid digital and social media, influencer partnerships, retail media, point-of-sale activation and sampling, built around a new creative platform fronted by a pair of Swedish-inspired twins.
Rekorderlig 8% is available in 375mL cans, sold in four-packs, at a recommended retail price of $26.
