Following a strategic review, Coca-Cola Europacific Partners (CCEP) has announced that it will no longer handle the distribution and sales of Rekorderlig Cider in Australia.
“As the CCEP organisation continues to align as a bottler of our brand partner, The Coca-Cola Company (TCCC), re-aligning Rekorderlig cider to a distributor with similar future ambitions in the cider category will enable brand owner ABRO to best maximise its future growth ambitions for Rekorderlig in Australia,” said Tobias Hoogewerff, CCEP Vice President.
CCEP and ABRO are currently developing a plan to transition the cider brand into an alternative distribution partnership. The businesses have announced that the transition will be completed by 1 July of this year.
“The close to 10-year partnership between CCEP and ABRO is to be celebrated,” said Hoogewerff.
“Our CCEP and ABRO teams have passionately driven the Rekorderlig brand over the years and will continue to work together to ensure a smooth transition for our customers and for the Rekorderlig brand.”
The end of the partnership between CCEP and ABRO follows the August 2023 announcement of the termination of the CCEP and Beam Suntory partnership, following the formation of Suntory Oceania. The end to the sixteen year partnership is scheduled to be implemented in H2 2025.
In a recent Drinks Trade exclusive, CCEP Managing Director Australia Orlando Rodriguez said that CCEP will continue to focus on its alcohol portfolio over coming years.
“At CCEP, we’re proud to be in a unique position to provide customers with a beverage for every occasion, from soft drinks to alcohol,” he said.
“Looking ahead, I’m excited by the potential growth opportunities for CCEP in the alcohol category, particularly spirits and RTD, while we continue to execute our growth plans for soft drinks and our broader non-alcohol portfolio.”
