Ross Young, Country Director, heads up the brand locally and is confident that it has been the ideal time for the cider to enter the South African market. "The cider category globally is currently driven by an ever growing demand for fruit ciders. We are noticing consumers wanting more than just apple-based ciders - they are looking for new exciting offerings, as they move towards the acceptance of a mixture of fruit flavours, boosted by the craft revolution.
"Added to this, what many don't know is that the South African cider market is the world's second-largest after the UK, which was of course factored in when the decision was made to export the cider here."
The name Rekorderlig (pronounced Rek-or-dee-lig) itself rolls off the tongue quite sweetly, and the brand is proud of its Swedish heritage, with each cider made from Europe's most accredited spring water sources running in Boulder-Ridge River in Vimmerby. "With our flavour differentiator, ciders should be enjoyed all year round and with our innovation we intend to 'de-seasonalise' cider thinking and drinking habits, to bring forth a new generation of cider enjoyment."
The brand is well established internationally and is distributed to 12 countries, with an award winning status in a number of markets including the UK and Australia.
"To date, we have listed the product in a number of high-end restaurants that have had a good uptake so far with a great demand for the drink. The December period saw a surge in demand, which has continued its effects into the first part of 2015, as consumers look to try something different, other than the more traditional apple based cider," concludes Young.
