Cider/Perry in Azerbaijan

PROSPECTS

Low consumer awareness pushes off-trade to categorise cider under beer

During 2017, cider/perry remained immature in Azerbaijan compared to other alcoholic drinks, such as beer, spirits, and wine. The product was perceived in the country as a substitute or extended variety of beer.

Due to development of outdoor entertainment on-trade sales record slower downturn

In 2017, cider continued to be predominantly imported to Azerbaijan with underdeveloped local manufacturing. Due to low consumer interest in cider/perry, local companies did not offer this product, or even if they previously did, production was random in the past.

Consumer lifestyles to push cider/perry volume sales up over the forecast period

Over the forecast period, cider/perry is expected to grow in total volume terms in Azerbaijan, fuelled by increasing awareness, rising availability and product variety in grocery retailers. Development of tourism and increasing general knowledge of consumers regarding global trends are expected to drive sales of cider/perry in Azerbaijan, supporting the entrance of international suppliers.

COMPETITIVE LANDSCAPE

Multinationals lead cider/perry in 2017

Due to a lack of local manufacturing, cider/perry was represented by international brands in 2017. Due to low awareness and interest of local consumers towards the product, local cider manufacturing was negligible and producers were not engaged in the production of cider/perry during the year.

C&C Group performs best, remaining cider leader in 2017

During 2017, C&C Group was the best performer in cider/perry in Azerbaijan. The key brand of the company distributed in Azerbaijan was Magners, gaining recognition of local consumers due to affordable price, broad advertising through Russian television and other media channels and globally strong positions.

C&C Group strengthens leading position due to volatility of local environment

C&C Group reinforced its leading position in cider after local currency devaluations during the review period. The unstable monetary situation forced local consumers to give preference to the products based on their previous experience in another country or brand awareness received from global social media.

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