The distribution partnership between popular cider brand, Rekorderlig, and beverages giant Coca-Cola Amatil (CCA) has commenced, effective 1 January, 2014, establishing CCA as the sole importer and distributor of the brand here in Australia.
CCA, which was up until December last year restrained from selling, distributing or manufacturing beer or cider, will now be responsible for the sales, distribution, development and management of customer relationships, following on from the partnership Rekorderlig had with Melbourne-based Red Island Marketing for the past three years.
Chilli Marketing, global custodian of the Rekorderlig brand, will continue to manage marketing, sponsorships and innovation in Australia.
The brand has enjoyed significant growth since launching in Australia in 2009 and now holds a 20 percent share of the packaged cider category.
According to Christian Barton, managing director for Chilli Marketing, working with a bigger operator won’t slow this growth. “We may be with a bigger partner but nothing changes from our side. We are still committed to behaving as the nimble brand with Swedish heritage that we have always been and we are even more dedicated to supporting the trade here in Australia to grow the cider category both in volume and value. The only real difference now is that we have even more great people to tell our story,” he said.
A number of the Red Island team have moved to CCA to help transition the brand.
In August last year, CCA also struck a deal with Molson Coors, the world's seventh largest brewer, to distribute a number of its beers in the Australian market.