Swedish cider powerhouse, Rekorderlig, has announced a joint deal with Coca-Cola Amatil that will see CCA established as the sole importer and distributor of the brand in Australia.

Effective from 1 January 2014, the deal comes at the expense of current importer and distributor Red Island.

The deal is a massive step forward for CCA as they plan to re-enter the Australian liquor market after their blackout deal with SABMiller winds up at the end of 2013.

The Swedish cider brand took the market by storm after its launch in 2009, and now accounts for 17.5% of the packaged cider market and, according to Neilsen data (Liquor ScanTrack QTR to 30.09.12), last summer Rekorderlig represented 40% of the $41 million incremental value added to the cider category.

Reckorderlig is set to be the first cider in CCA’s portfolio, which already includes Casella’s beer label Arvo among others, and according to Kieron Barton, Managing Director of Rekorderlig’s global development partner Chilli Marketing, the brand is pleased with the deal.

“We are excited to appoint a global leader in the beverage industry such as CCA as our partner, to further develop the Rekorderlig brand,” he says. “The new venture gives tremendous scope to grow Rekorderlig’s sales operations.”

Unsurprisingly, CCA will aim to vastly increase the brands footprint using its well-established national sales distribution network, which Barton says will drive the brand forward in Australia.

CCA are pleased to have secured the contract and CCA’s Managing Director Australian Beverages, John Murphy says that the company is looking forward to strengthening their liquor portfolio as well as the Rekorderlig brand.

“By leveraging CCA’s large scale sales and distribution expertise, I believe we will be able to further strengthen Rekorderlig’s market leading position,” he says.

Rekorderlig’s current distributor, Red Island, will continue to work with the brand until the handover.

Under the terms of the deal, CCA will be the sole handler of sales and distribution, as well as the development and management of customer relations, from January 2014. Chilli Marketing will remain responsible for all marketing in Australia.

Leave a comment

Your email address will not be published. Required fields are marked *