By James Atkinson
As tipped by TheShout, Swedish cider brand Rekorderlig has signed a joint venture deal with Coca-Cola Amatil that will establish CCA as the sole importer and distributor of the brand in Australia.
The prospects of a deal with CCA were roundly dismissed by Rekorderlig's global development partner Chilli Marketing and current distributor Red Island in recent weeks.
But Chilli Marketing director Kieron Barton today confirmed the new partnership with CCA, effective from January 1, 2014, after which time CCA's restraint from playing in the beer and cider categories will have ended.
"We are excited to appoint a global leader in the beverage industry such as CCA as our partner, to further develop the Rekorderlig brand," Barton said.
"The new venture gives tremendous scope to grow Rekorderlig's sales operations."
Sales for Rekorderlig have been "outstanding" since the brand was launched in Australia in 2009, Chilli Marketing said in a statement.
"After two and a half years in the Australian market Rekorderlig Cider not only holds a 17.5 per cent share of the packaged cider category but it is contributing over a third of actual retail growth; last summer alone, Rekorderlig represented 40 per cent of the $41 million incremental value added to the cider category," the company said.
"Nimble" CCA shares our ambitions
Rekorderlig will be the first cider brand to be included in Coca Cola Amatil's beverage portfolio. CCA aims to vastly increase Rekorderlig's footprint in the market with an intense nationwide sales distribution drive.
"Although we are poles apart in size there are fantastic synergies; they share our ambitions for Rekorderlig and despite their size, they maintain an entrepreneurial nimbleness enabling them to move quickly which is massively attractive to us," Barton said.
"This, coupled with a terrific sales force and incredible distribution, will allow us to drive the brand forwards here in Australia."
CCA's managing director of Australian Beverages, John Murphy said: "CCA is the leading non-alcoholic beverages and spirits partner for the licenced trade and the future partnership with Rekorderlig will materially strengthen our brand portfolio in this important channel."
"By leveraging CCA's large scale sales and distribution expertise, I believe we will be able to further strengthen Rekorderlig's market leading position."
Rekorderlig will continue to be distributed by Red Island until the new deal comes into effect.
Under the new agreement, CCA will be solely responsible for the 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.