Rekorderlig Cider announces Midsommarstång waterways campaign

Swedish cider brand Rekorderlig is looking to bring a bit of its homeland to the waterways of London this summer with its Midsommarstång campaign.

The campaign kicks off on 25 June
The campaign kicks off on 25 June

The Midsommarstång is a traditional Swedish boating vessel, which will be bring a taste of midsummer to the capital.

A pop-up festival will also be held as part of the campaign, where consumers will get the chance to sample the games, food, drinks, songs and atmosphere seen at traditional Swedish midsummer celebrations.

The activity will kick off on 25 June and will last for 30 days, with Midsommarstång tours anchoring down in Paddington Basin, Granary Square Kings Cross and Olympic Park.

Consumers can also pre-order tickets for the opportunity to sample the brand’s midsummer cider-pairing smorgasbord, which will mix a Swedish chef’s tasting menu with a modern Swedish intimate dining experience.

Other events will include a canal side midsummer festival experience in the pop-up area with open grills where you will be able to learn how to cook like a Swede, and a speed-dating experience with a midsummer twist.

Ali Pickering, brand director, portfolio at parent company Molson Coors said: "We’re really excited to bring the spirit of a ‘Beautifully Swedish’ summer to the waterways of London. We want to give consumers a glimpse into the world of a midsummer’s day, and one that only Rekorderlig can deliver.

"In true Rekorderlig style, the Midsommarstång and pop-up festival will be brought to life with a contemporary look and its very own live band and Swedish dining experience on board."

Last week Ikea launched its Swedish houseboat campaign on the Thames in Reading.

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