Molson Coors UK has gained the exclusive rights to distribute, sell and market the full Rekorderlig portfolio across the UK, Ireland and the Channel Islands after buying the rights from Chilli Marketing Brands. The price was not disclosed but Molson Coors UK, it is thought, offered 30% over the asking price.
Rekorderlig UK will operate as part of the Molson Coors UK group of businesses and its employees, around 25, will continue to lead sales and marketing operations for the Rekorderlig portfolio. The move comes only weeks after Molson Coors UK confirmed that it had added Staropramen to its portfolio.
Frederic Landtmeters, Managing Director for Molson Coors UK & Ireland commented, “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.”
In Scotland Matthew Clark look after Molson Coors brands but for the time being, say Molson Coors, it will be business as usual for the Rekorderlig Scottish sales team, headed up by Fiona Brown.
C&C were also said to have been interested in purchasing Rekorderlig, but only the brand, and not the UK team behind it.
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.