UK: Molson Coors acquires Rekorderlig UK
Molson Coors has announced that it has acquired fruit cider brand Rekorderlig from Chilli Marketing Brands Ltd in a move that will give the firm exclusive rights to distribute, sell and market the full Rekorderlig portfolio across the UK, Ireland and the Channel Islands in both on- and off-trade.
Following the acquisition of Czech lager Staropramen in June, 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, the company said in a statement.
Frederic Landtmeters, managing director for Molson Coors UK & Ireland, said “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 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”, said Gareth Whittle, Joint Owner and Managing Director, Chilli Marketing.
Rekorderlig Cider will continue to be brewed at the cider’s fourth generation brewery in Vimmerby, Sweden, where it has been brewed since its first creation in 1999.
Source: Molson Coors