Rekorderlig is UK’s fastest growing cider

Rekorderlig Cider trebled in size last year to become the fastest growing cider brand in the UK.

The Swedish cider now represents around 12% of the packaged cider category – according to Nielsen off-trade figures covering 2012 – having grown 144% in volume.

Furthermore, the brand apparently contributed to a third of all category volume and value growth, while four of the top 10 fastest selling products in the on-trade were Rekordelig’s Winter, Wild Berries, Strawberry & Lime and Pear variants.

This April will see the brand launch a Passionfruit flavour to help boost foothold in this category.

The cider is also launching its first advertising campaign this year in which it has invested £4 million.

Gemma Copping, the marketing director at Chilli Marketing, said: “Last year was incredibly successful for us and we’re confident we’ll see our value and volume share grow exponentially in 2013.

“As a premium brand within the category, we will continue to work with on-trade operators to innovate and push the boundaries of the cider category, to ensure we continue to drive brand and category engagement with new variants, seasonal limited editions, innovative cocktail style serves and new draught availability.”