Rekorderlig targets cocktail trend with three new cocktails in a can

Rekorderlig has introduced three new cocktail flavours to its repertoire of ciders and pre-mixed drinks.

Rekorderlig has introduced Passionfruit Gimlet, Wild Berries Bramble and Swedish Punch cocktails in 250mL cans to its beverage range.

The new beverages from the popular Swedish cider company combine existing Rekorderlig cider flavours with spirits and flavour garnishes.

Passionfruit Gimlet blends Rekorderlig passionfruit cider, gin and a hint of lime, Wild Berries Bramble combines white rum and White Berries cider and Swedish Punch blends mint, lime, cucumber and elderflower with Strawberry-Lime cider and vodka.

“With summer on the way, and outdoor entertaining now on the agenda of Australians across the country, we’re excited to offer a premium range of drinks to accompany good times, anywhere,” says Nikki Langford, marketing manager at Rekorderlig.

The range, which is available now, will be supported by a campaign, which launches nationwide on 2 October, which will include an outdoor media campaign, digital partnerships with The Urban List and Concrete Playground, and an influencer engagement program.

The brand extension via new flavours and smaller serving sizes sees Rekorderlig join a number of other alcoholic beverage brands on the Australian market trying new ways to cater to changing drinking trends in Australia and strive to engage fragmenting customer brand loyalty.

Drinking trends are seeing more consumers try a more diverse range of drinks, with cocktails and mixed drinks growing in popularity compared to standard beer and wine drinks which have long enjoyed staple status.

A more health-conscious population and more education around responsible consumption has meant Australians are drinking less in general.

Other examples of brand extensions and campaigns from big industry players include Bundaberg Rum’s mid-strength Lazy Bear pre-mixed, Heineken’s mid-strength beer option Heineken 3 and Lion Australia’s ‘Beer the Beautiful Truth’ ingredient transparency campaign.

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Ben Ice
BY Ben Ice ON 28 September 2016
Ben Ice is editor at MarketingMag