By Stefanie Collins, editor b&c

Rekorderlig has launched its new campaign, based around a modern take on a traditional Swedish social custom. 

Featuring its Spiced Äpple Cider, the campaign centres on 'fika', a social institution that involves taking a break and appreciating “the good things in life over a hot drink and a few nibbles".

Nikki Langford, marketing manager, comments: "In Sweden, they really embrace winter, relishing the excuse to get cosy and catch up with friends and family. This winter, Rekorderlig Fika is our modern take on their custom that showcases the versatility of our cider as both a warming drink and a vital element in dishes and cocktails."

Rekorderlig has been working on its winter campaigns for the last few years in a bid to fuel the "deseasonalisation" of cider, since the release of its hot Spiced Äpple Cider.

The brand will be backing up the campaign with a Rekorderlig Fika Pop-Up in The Rocks, Sydney, where patrons can find live music, Swedish food and log fires. The food includes Semla Buns, St Lucia Scrolls with Rekorderlig Spiced Äpple Cider Compote, and Meatballs in Rekorderlig Dry Äpple Cider Sauce.

The pop-up will be open to the public 9-11 June, with exclusive fika and cocktail masterclasses taking place throughout the week at the Fine Food Store in The Rocks.

There will also be on-premise activations with Rekorderlig urns, new contemporary glassware, and 'Beautifully Swedish' wooden food boards.

In the off-premise, the brand will be educating consumers on how to recreate the hot serve at home as well as how adding a few drops of Australian Bitters can create a "more complex winter warmer".

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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