SABMiller signs cooperation agreement with Kopparberg

If you don’t own one, buy one. This seems to be SABMiller’s policy when it comes to cider brands. In an effort to better compete against the popular Swedish cider brand Rekorderlig in Australia, SABMiller and the Swedish Kopparberg Brewery have entered into an agreement for the long term licensing of Kopparberg cider products in selected markets. The deal was announced on 18 June 2013.

As part of a broader deal with SABMiller, Australia’s brewer CUB (owned by SABMiller) has secured distribution of Kopparberg cider in Australia effective from 1 October this year.

Australia was singled out because the country has witnessed the fastest growth of the cider category in recent years. SABMiller/CUB already holds 70 percent of the cider category with brands such as Strongbow, Bulmers and Mercury according to Davy Research (2012). Strongbow is the number one cider brand. CUB owns the Strongbow and Bulmers brand in Australia (Heineken owns the Strongbow brand in most other countries).

All Kopparberg cider products, including Pear and Naked Apple, will be available for distribution, and the cooperation will take place in various markets where Kopparberg does not have an existing interest, SABMiller said.

Major cider brands 2011 (million litres)

Source: BRAUWELT International estimates/Heineken