Rekorderlig has hit pause on its marketing campaign for its new cider cocktail product following complaints it tasted like “29 year-old boat fuel”.
The Swedish cider company announced the temporary withdrawal of the Rekorderlig Cider Cocktails on Friday due to “non-harmful, off-flavours” being detected in some drinks.
Speaking to AdNews, Rekorderlig marketing manager Nikki Langford says: "Following Friday’s announcement of a temporary withdrawal of our Rekorderlig Cider Cocktails range, we have taken the decision to pause our campaign around this product.
“While the issue with the can poses no health risk to consumers, ensuring that they have the best experience possible each and every time they pick up a Rekorderlig Cider is of the upmost importance to us and was the reason behind Friday’s decision. We will continue to work with influencers and digital partners throughout the summer as there will be lots of other opportunities for consumers to engage with Rekorderlig.”
Customers on Rekorderlig’s Facebook page were quick to call out the “unpleasant smell”.
One person says: “So not sure if this drink (Passionfruit Cider Cocktail) is meant to taste like 29-year-old boat fuel but it's horrible. It's such a shame because I love Rekorderlig Cider however this is such a let down. I'm not sure if it's off or a bad batch but hopefully you guys can improve the taste. Meanwhile I'll just have to drink the Wildberry Cider Cocktail.”
Another says the Passionfruit flavour “didn’t taste so great”, with a third noting the “can destroys the flavour”.
The campaign for the new premix product kicked off earlier this month, leveraging digital, social, outdoor and experiential activations.
You can read more about the launch here.
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