Cider and Perry: Outlook and Opportunities

Internationalisation of cider/perry brands

The top five cider/perry markets in 2014 held over 76% of global volume sales and many others have a negligible presence. Cider makers are now taking the initiative to widen their geographic presence and access such markets.

Premium vs “craft” positioning

The demand for “craft” brands over mainstream brands illustrates to cider/perry makers the need for a wider premium portfolio.

Cider/perry is beginning to segment in mature markets

As upcoming cider/perry markets approach maturity and consumer awareness widens in them, demand will split between the value-seeking mass consumer and quality-pursuing “real cider” purist.

New markets driving the global cider/perry market

Although the top 10 markets hold much of global cider/perry volume sales, there is significant growth derived from upcoming markets, such as Poland and New Zealand.

Wine-positioning to boost sales

In traditional cider/perry-drinking markets, cider/perry has been positioned as a wine, typically as apple wine. Markets such as the US and Poland are taking the wine approach to give cider/perry a sophistication factor and encourage higher per capita purchases via use of wine-sized bottle packaging.

Product evolution - from over-ice to “spider”

Between 2009 and 2014, there have been changes in marketing strategies around cider/perry brands to boost consumption. Branding shifted from the over-ice positioning, to winter cider, and more recently to the “spider”, ie spirit-cider.