Molson Coors UK buys Rekorderlig UK

Gaëlle Laforest

02 July 2015

Molson Coors UK has bought Rekorderlig UK from Chilli Marketing, obtaining exclusive rights to the Swedish cider's portfolio in the UK on- and off-trade.

Frederic Landtmeters, managing director for Molson Coors UK & Ireland, said: 'Molson Coors is a recognised brand-builder with a successful track record of brand partnerships across the world. Rekorderlig has demonstrated incredible success in the cider category and we will look to invest in Rekorderlig UK and the brand to fuel incremental growth and category development.

'We are committed to the "Beautifully Swedish" philosophy and values of the Rekorderlig brand and want to preserve the unique culture and special appeal that the brand has with cider drinkers.'

Gareth Whittle, joint owner and managing director of Chilli Marketing, said: 'It is fair to say we are very proud of what Chilli have achieved with Rekorderlig to date. The brand has already demonstrated incredible growth, but there is still so much potential that lies ahead.

'We truly believe that Molson Coors UK offers the opportunity for the brand to achieve its full potential in this market and through this acquisition, Rekorderlig will accelerate onwards to the next stage of greatness.'

Rekorderlig joins recently-acquired Staropramen in the Molson Coors UK portfolio.

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