Why should a fish understand why it swims up the river? It’s a question asked by Olof Håkansson, founder of the Swedish School, for those who just want to be Swedish… and who wouldn’t?
It’s a great idea, put together by the Rekorderlig Cider people, who are keen to spread their ‘Swedishness’. And you can see why. The Swedish School short is even followed up by pronunciation examples of a mouth-watering vocabulary.
Beautifully stylish, laid-back and natural, Rekorderlig cider claims organic humble Swedish roots, but the Beautifully Swedish page on the website reminds us all of the confident, fresh design and imagery that has made Sweden such a high-end haven.
The creative buzz is backed up by Rekordlig’s Facebook page, which is offering a Taste Tour of the UK, with the promise of a Rekorderlig Winter Forest Bar experience from October 26 to November 6 in East London’s Truman Brewery, and is already proving to be incredibly popular.
All this just to be Swedish, but remember, as Olof says, if you’re trying too hard it probably isn’t that Swedish.
We’ll leave the last words to one of the female teachers at the Swedish school, who says: “It’s like seeing reindeer all over the world. Reindeer everywhere!”
And who can argue with that?