Rekorderlig aims to grow via cocktails

Distributor Chilli Marketing has enlisted the help of London mixologist Michael Stringer to create four recipes using its Winter Cider as a key ingredient.

All of the drinks are simple to make and use everyday ingredients. They include the Winter Collins (Rekorderlig Winter Cider, gin and a squeeze of lemon) and the Svenska Mojito (spiced rum, lime, mint, cranberries and Winter Cider).

“The variety shows how versatile our Winter Cider is and how Rekorderlig is moving the category on from being a summer-only drink,” said senior brand manager Nicol Mason. “The drinks have been created using obtainable ingredients and simple techniques, allowing all venues to recreate these delicious cocktails.”

The activity will be supported with bartender training in pubs and bars.

Separately, the company has joined forces with Scream pubs to target the student market.

It is running a competition called Swedish House Makeover to give one student’s digs a £5,000 makeover. The activity will be promoted in venues with events, spot prizes and special offers.

“We hope this competition will excite students, who until now have been a relatively untapped market for Rekorderlig,” said Mason. “It will launch alongside our Taste Tour activity, which will see our Rekorderlig van handing out samples in key universities across the country.”