Rekorderlig to open Swedish Midsummer House

Rekorderlig will be opening the doors to its pop-up Swedish Midsummer House in London's Victoria Park this month.

Rekorderlig's Midsummer House brings Sweden to London
Rekorderlig's Midsummer House brings Sweden to London

Between 21 June and 5 July, the fruit cider brand will be hosting a Scandi-style summerhouse for two weeks. It will be decorated with authentic Scandinavian touches, and will include an outdoor area as well as the Midsummer bar, which will serve Rekorderlig’s fruit cider drinks including a new limited edition passion fruit variety.

Mixologists will serve unique cider cocktails as part of the experience such as the Rekorderlini - a blend of Rekorderlig Pear and champagne, fused with fresh lemon juice and chocolate syrup.

Rekorderlig’s Midsummer House will also feature Scandinavian chefs The Disappearing Dining Club, who will be serving Swedish-style hot dogs with freshly made toppings including wild lingonberry – made with Rekorderlig Wild Berries.

The experiential activity forms part of Rekorderlig’s £4m integrated Beautifully Swedish marketing campaign, which aims to drive awareness of the brand to its key audience of 20-35-year-olds.

The Midsummer House is expecting to attract around 2,500 visitors throughout the two weeks.

Gemma Copping, marketing director for Rekorderlig, said: "We’re so excited to bring a taste of the Swedish midsummer to the UK with the creation of the Midsummer House.

"Consumers new to Rekorderlig will have the opportunity to live and breathe our brand heritage and style, whilst fans will sample their favourite flavour in a variety of innovative cocktail serves, all in a setting that embodies our beautifully Swedish mantra."

She explained the activity will further endorse Rekorderlig’s image as a must-have product behind the bar, showcasing to buyers what can be done creatively to increase sales.

"We hope it will be the number one destination bar to kick start the summer cider season," added Copping.

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