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“This trend is most notable in the UK where it’s estimated that volume
from spirits, liqueurs, syrups and bitters used in cocktails will rise 10 per
cent in the next 12 months.”
Rekorderlig global brand ambassador, Joel Persson, born just a
few kilometres from Äbro Brewery in the south of Sweden – where
Rekorderlig is produced – is an award winning bartender working
in many bars around the world, including the famous Alchemist in
Melbourne. He now works to engage bartenders and develop cocktails
and innovative serves that showcase the versatility of cider.
“Flavoured ciders are so versatile that using them in cocktails, is a great
opportunity to turn classic short drinks like a Daiquiri, Margarita or
Gimlet into tasty, refreshing long drinks by topping them up with cider in
a highball glass over ice,” Langford says.
“Over the last two years, we have created over 60 different shaken,
stirred and built drinks using our range of hugely versatile flavours. From
simple punches that can be made and sold in pitchers for friends to share,
right through to more complex recipes introducing spices like chilli to our
Strawberry and Lime Cider. Plus, some inspirational twists on traditional
cider serves, like matching Rekorderlig Pear Cider with whiskey.”
During Joel’s recent trip to Australia in April, he worked with
bartenders to showcase four new cocktails for the on-premise trade,
designed to add value for the licensee and excitement for the consumer.
“Focussing on our top four fastest selling flavours, we have created;
Rekorderlig Strawberry and Lime Swedish Punch, Wild Berries Rum
Bramble and the Passionfruit Gimlet and Mango Margarita. Each recipe
can be created as a single serve or as a jug to share and we’ll be supporting
the on-premise with pitchers, recipes and training in time for summer.”
Rekorderlig has also seen an opportunity to broaden the cider audience
and the huge potential to recruit more male consumers into the category
as cider is still relatively female dominated in Australia.
“In more mature cider markets like the UK, we are seeing a far more
even split of male and female drinkers with males now accounting for over
half of all cider consumed,” Langford says.
“Utilising our fantastic brand equity we have recently introduced
Rekorderlig Dry Äpple Cider in 330ml size bottles. Designed to be a drier
addition to our flavour range, Dry Äpple offers an international premium
choice in the growing apple market.”
“We will be supporting Dry Äpple with an awareness and trial
campaign with a full on-premise plan supporting both draught and
packaged this spring/summer.”
In a move designed to strengthen the brand’s share of the Australian
cider market, Thatcher’s Gold will now also be available in 330ml bottles.
National sales and marketing director for Coopers, Cam Pearce says the
new bottles will be available in October.
“While the UK prefers the 500ml bottle, it is not a size that the
Australian market is used to,” he says.
Pearce explains the bottles will also be available in six pack formats and
he believes this will have a significant positive impact on sales.
“Thatchers’ decision underlines its enthusiasm for the Australian cider
market, which is continuing to grow and mature reflecting a world-wide
trend which started in the UK more than a decade ago,” he says.
“While the market for cider is increasing, especially among younger
drinkers looking for alternatives to RTDs, it is also maturing as people
look more for authentic ciders made from crushed cider apples rather than
concentrates, which are often sourced overseas.
“Thatchers Gold is a prime example of a quality cider. It is the UK’s
second largest selling cider and is becoming increasingly popular in
Australia, both in draught and bottle format.”
When cider started its meteoric rise in Australia, there were some who
thought it might burn out quickly, but recent figures and trends are
proving this drink is not only here to stay, but is a vital part of the mix
for pubs and venues.
“Cider sales during the colder months have slowed a little,” says
Frank’s Cider Naomie Port.
“But real cider drinkers go for ice in summer and no ice in winter.
Plenty of pubs in Tassie have an urn on the bar, and the aroma takes
over the whole place. Definitely too good to resist.”
With spring and summer just around the corner, the team at Frank’s
Cider are planning for the holidays. How does a ‘Cider Sailing’ sound?
Imagine sailing the beautiful Huon River at Franklin, on a 100 year
old, wooden tall ship, with a sparkling cold Frank's in your hand.
As part of the Tasmanian Cider Trail, Frank’s Cider is promoting eco
experiences in conjunction with great Tassie cider.
“For several years now, cider lovers have had the chance to sample
the vast array of quality blends on offer,” Port says.
“Most – although not all – true craft ciders are made from 100 per
cent juice and display real fruit characteristics.
“It’s great to see a range of craft ciders on tap in so many venues.
Everything from fruity and light, to cloudy and still seems to be
Frank’s Cider Sailing
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