Coca-Cola Amatil launches Rekorderlig Hard Cider
With this month marking the launch of Rekorderlig Hård Cider, we look at the evolution of cider in Australia...
Influenced by its European heritage, where ciders are traditionally produced with a higher strength, the latest Hård Cider selection comes in at 6.5% ABV. Available in two flavours, apple and pear, it is served chilled, preferably over ice.
Hård Äpple balances the initial sweet apple burst of flavour with delicate bubbles to leave a clean and refreshing finish, while Hård Pear is packed full of the flavour of plump pears, with the higher European-style ABV cutting through the sweetness of ripe, juicy pears to reveal a deliciously crisp finish.
The launch is being supported by a new #notahardchoice campaign to demonstrate the best life hacks for the summer.
The brand’s marketing director Nikki Romans explains: “From hosting the perfect BBQ to creating the coolest beach style, we’re joining forces with a mixture of life hacksperts to make those everyday summer activities that little bit easier.
“Rekorderlig’s hacks will present the best tips and tricks to connect us with all the fun and easy-going moments in life, and get summer off to a breezy start.”
Aussies wanting to follow the life hacks, and suggest their own top tips, can head to Rekorderlig’s Facebook and Instagram pages, and join the conversation by using the hashtags #NotAHardChoice and #RekorderligHardCider.
The latest Rekorderlig Hård Cider range is now available at Dan Murphy's, First Choice Liquor and Liquorland.
Australia's hard cider evolution
While hard cider is difficult to find in Australia, Rekorderlig and CUB's Mercury have been waving the flag for the past two years.
Launched in 2015, Rekorderlig Festival ciders were also influenced by Rekordelig's European heritage, where ciders are traditionally produced with a higher abv. Meanwhile, the name "Festival" is inspired by the Swedish culture of festival celebrations such as Midsommar.
The festival range comes in pear and apple, at 6.5% alcohol content, and $5.00 per 330mL can.
Another popular high abv cider launched in 2015 is Mercury Hard Cider.
A 2015 sales report of Mercury revealed that Mercury Hard Cider clocked up sales of 5.46 million cans in 18 months, becoming the “sleeper hit” of the business and helping lift Mercury into a 6.1% growth.
“The immediate popularity of Mercury Hard Cider helped single-handedly turn around the fortunes of the parent brand Mercury and pioneered a completely new category in the cider market,” the report noted.
At 6.9% alcohol per 375Ml can, you can purchase them at various Australian retail outlets from $4.50 per can.
Cider sales in Australia
Cider overall has gradually become one of Australia’s top export industries despite a dip in alcohol consumption across Australia, according to 2016 research from IBISWorld.
The IBISWorld research draws on figures from the Australian Bureau of Statistics, which states that despite a 14% drop in total alcohol consumed over the past five years, total cider consumption in Australia has more than doubled.
And it doesn’t look like stopping any time soon, with IBISWorld predicting revenue will grow at 5.5% over the next four years to $404.4 million by 2021.
“Over the next five years, the number of industry enterprises is expected to continue innovating, creating new flavours and marketing techniques to maintain its trendy appeal,” the report said.