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Strategy Briefing

Cider and Perry: Outlook and Opportunities

34 pages, Jun 2015

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The cider/perry market has been registering some of the most dynamic growth rates over 2009-2014 and it looks far from slowing down. The category had been a significant player in the “craft”-positioned alcoholic drinks industry, especially in the US and Australia, as well as the “real cider” movement in the UK. This global briefing will look at the key trends that drive the cider/perry market and how the market is evolving and segmenting in the coming years.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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.

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Introduction

Scope

Key findings

Global Market Snapshot

Cider/ perry : From strength to strength

Cider/ perry : Vast potential in a broader geographic expansion

Concentrated geographically: Top 10 cider/ perry markets

Market landscape beyond top 10 markets

Global off-trade channel pushes on as on-trade lags

Corporate Snapshot

Heineken fights to retain dominance

Heritage and localisation undermining any consolidation trend

Heineken NV: Weak performance in leading UK m arket

C&C Group: Struggling for organic growth

Anheuser-Busch InBev: Stella(r) performance in the US

The Boston Beer Co: Angry Orchard leading with “craft” c ider

Case studies: key markets

UK cider/ perry market: Global driver

UK cider/ perry : Driven by heritage and provincial brands

South Africa cider/ perry market: Beyond saturation?

Irish cider/ perry market: Outpacing macroeconomic malaise

US cider/ perry market: Likely boost from CIDER Act

US cider/ perry : “Craft” positioning boosts market

Australia cider/ perry market: Beating legislative changes

Brand analysis

Market segmentation: Pricing

Market segmentation: Brand positioning

Branding evolution: From over-ice to mulled cider to “spider”

New cider/ perry platforms: Pushing “light” cider

Future outlook

Small cider/ perry makers must capture export opportunities

Cider/ perry markets are yet to be fully exploited at a global level

Recommendations

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Megatrends

Strategy Briefing

Cider and Perry: Outlook and Opportunities

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About This Report

New Report Guarantee

Overview

Why buy this report?

Internationalisation of cider/perry brands

Premium vs “craft” positioning

Cider/perry is beginning to segment in mature markets

New markets driving the global cider/perry market

Wine-positioning to boost sales

Product evolution - from over-ice to “spider”

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Global Market Snapshot

Cider/ perry : From strength to strength

Cider/ perry : Vast potential in a broader geographic expansion

Concentrated geographically: Top 10 cider/ perry markets

Market landscape beyond top 10 markets

Global off-trade channel pushes on as on-trade lags

Corporate Snapshot

Heineken fights to retain dominance

Heritage and localisation undermining any consolidation trend

Heineken NV: Weak performance in leading UK m arket

C&C Group: Struggling for organic growth

Anheuser-Busch InBev: Stella(r) performance in the US

The Boston Beer Co: Angry Orchard leading with “craft” c ider

Case studies: key markets

UK cider/ perry market: Global driver

UK cider/ perry : Driven by heritage and provincial brands

South Africa cider/ perry market: Beyond saturation?

Irish cider/ perry market: Outpacing macroeconomic malaise

US cider/ perry market: Likely boost from CIDER Act

US cider/ perry : “Craft” positioning boosts market

Australia cider/ perry market: Beating legislative changes

Brand analysis

Market segmentation: Pricing

Market segmentation: Brand positioning

Branding evolution: From over-ice to mulled cider to “spider”

New cider/ perry platforms: Pushing “light” cider

Future outlook

Small cider/ perry makers must capture export opportunities

Cider/ perry markets are yet to be fully exploited at a global level

Recommendations

Why buy this report?

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