Coca-Cola Amatil signs 28-year distribution agreement with Abro

Coca-Cola Amatil has secured a 28-year distribution contract from Abro, the global brand owner of Rekorderlig Cider.

Under the contract, Coca-Cola Amatil will assume full responsibility for the promotion and marketing of the brand in Australia.

Rekorderlig made its debut in the Australian market in 2010 and is said to have acquired 10% market share in the cider category.

The new contract is expected to further strengthened Amatil’s position in the beer and cider category.

Coca-Cola managing director of alcohol and coffee Shane Richardson said: “The opportunity to consolidate these additional marketers from Chilli’s Rekorderlig team into the Amatil family further builds our marketing capability and experience.

“It also creates a stronger beer and cider team, which is well-positioned to work directly with the brand’s global owner Abro.”

Richardson further noted that Amatil would also welcome two marketers from Chilli Brands (Australia), who previously shared Rekorderlig’s Australian marketing responsibilities with Amatil.

Since last five years, Rekorderlig has been part of Amatil portfolio.

Chilli Brands Australia owner Kieron Barton said: “Flavoured cider didn’t really exist in Australia before Rekorderlig but consumers took the brand to their hearts instantly and as a result, Rekorderlig established a strong foothold in the market.

“We firmly believe the brand has the potential to become an even bigger player in the Australian cider category and that with this new structure and talent, Coca-Cola Amatil has a huge opportunity to accelerate this progress.”

A couple of weeks ago, Coca-Cola Amatil partnered with three start-up companies in Australia to use their ideas for improving delivery efficiency and consumer experience.