Under the acquisition, Molson Coors UK will gain exclusive rights to distribute, sell and market the full Rekorderlig portfolio across the UK, Ireland and the Channel Islands.
One of Beacon's key suppliers, Molson Coors UK has announced the acquisition of ‘Rekorderlig UK’ from Manchester based Chilli Marketing Brands Ltd. The acquisition gives Molson Coors UK the exclusive rights in the on- and off-trade to distribute, sell and market the full Rekorderlig portfolio across the UK, Ireland and the Channel Islands.
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. Both the brand and the people complement the Molson Coors UK business, bringing considerable knowledge of the cider category and expertise in growing premium brands in the UK market.
Rekorderlig is a premium cider brand in strong growth in the UK market and this acquisition is another milestone in Molson Coors UK’s commitment to invest for growth by creating greater choice for customers and consumers.
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 four percent of the beer and cider market. Now worth £2.7 billion, the cider market is expected to grow to £3.7bn by 2018*.
Molson Coors remains committed to the ‘Beautifully Swedish’ philosophy and values of the Rekorderlig brand and wants to preserve the unique culture and special appeal that the brand has with cider drinkers.
Following the recent addition of Staropramen, the Rekorderlig brand will join Molson Coors UK’s premium portfolio, contributing to the continued strong performance and growth plans for the wider premium category.
Frederic Landtmeters Managing Director for Molson Coors UK & Ireland comments: “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.”
Gareth Whittle, Joint Owner and Managing Director, Chilli Marketing comments: “It is fair to say we are very proud of what Chilli have achieved with Rekorderlig to date. The brand has already demonstrated incredible growth, but there is still so much potential that lies ahead.
We truly believe that Molson Coors UK offers the opportunity for the brand to achieve its full potential in this market and through this acquisition, Rekorderlig will accelerate onwards to the next stage of greatness.”
Rekorderlig Cider will continue to be brewed at the cider’s family owned fourth generation brewery in Vimmerby, Sweden, where it has been brewed since its first creation in 1999.
Beacon customers should expect to hear more from their Molson Coors Account Manager on what impact this might have on their purchases of Rekorderlig products.
For non Beacon customers looking to review their drinks purchases, please contact Beacon Drinks Buyer Mark Holness on 01904 695 588 who will be more than willing to help.