AUS: Coca-Cola Amatil lines up Rekorderlig Australian distribution

By | 12 December 2012

Coca-Cola Amatil beckons in Australia for Abros Rekorderlig cider

Coca-Cola Amatil beckons in Australia for Abro's Rekorderlig cider

Coca-Cola Amatil has secured its first cider brand for distribution in Australia.

The company, which struck a positive tone in its latest trading update today (12 December), has confirmed that it will take over the distribution of Rekorderlig through a joint venture with the Swedish cider brand. CCA will replace Melbourne-based Red Island, which has handled the cider since launch two years ago, from the start of 2014.

CCA will be responsible for the sales and distribution as well as the development and management of customer relations. Chilli Marketing, Rekorderlig’s global development partner, will remain responsible for the marketing activity.

According to CCA, Rekorderlig holds a 17.5% share of the packaged cider category in Australia.

"The future partnership with Rekorderlig will materially strengthen our brand portfolio in this (licensed trade) channel,” said CCA's MD for Australian Beverages. “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 is produced by AB Abro Bryggeri in Vimmerby, Sweden.

CCA is also expected to re-enter the Australian beer market in early-2014, once the terms of the sale of its previous beer business to SABMiller has expired.

Expert analysis

Australia Cider Market Insights 2012

Comprising of textual analysis and data tables, this in-depth and exclusive country report from Canadean provides a comprehensive view of the cider industry structure including analysis and profiles on trade mark owners and local operators. Brand volumes and market share are given by price segment, alcoholic strength and type. Consumption volumes are provided by pack mix (type, material, refill ability, pack size) and distribution channel (on- and off-premise).

Sectors: Beer & cider

Companies: Amatil, SABMiller

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AUS: Coca-Cola Amatil lines up Rekorderlig Australian distribution

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