Molson Coors UK has acquired the rights to sell and distribute Rekorderlig cider in the UK.
The company bought the rights from Manchester based Chilli Marketing Brands for an undisclosed fee.
Rekorderlig UK will operate as part of the Molson Coors UK group of businesses and its employees will continue to lead sales and marketing operations for the Rekorderlig portfolio.
The company stressed that premium fruit packaged cider is a category which is continuing to grow at a rapid pace, outperforming the broader alcohol market for the last five years, and accounting for 4% of the beer and cider market. Now worth £2.7bn, the cider market is expected to grow to £3.7bn by 2018.
It follows the recent addition of the Staropramen brand to Molson Coors’ portfolio.
Frederic Landtmeters, managing director for Molson Coors UK & Ireland, said: “Molson Coors is a recognised brand-builder with a successful track record of brand partnerships across the world. Rekorderlig has demonstrated incredible success in the cider category and we will look to invest in Rekorderlig UK and the brand to fuel incremental growth and category development.
“We are committed to the ‘Beautifully Swedish’ philosophy and values of the Rekorderlig brand and want to preserve the unique culture and special appeal that the brand has with cider drinkers.”
