Cider/Perry in Bosnia and Herzegovina

PROSPECTS

The rainy summer affects the performance of cider/perry

Like beer, cider/perry is typically associated with refreshment on hot summer days. Hence, in the short-term, demand can be strongly affected by the weather.

Changing perceptions of cider/perry

Cider/perry in Bosnia-Herzegovina was originally thought of as an alternative to beer which targeted women. It took some time for consumers to shift this perception and adopt it for what it is – a refreshing, low-alcohol, fruit-based drink, which is associated with strong promotion aimed at the younger adult population, males and females alike.

On-trade is the more dynamic channel in cider/perry

Cider/perry did not only have considerably larger sales in the on-trade channel relative to the off-trade channel in 2018, but the on-trade growth performance was also superior; albeit both declined during most of the review period. Most of the advertising and other promotional efforts in cider/perry are in one way or another focused on the on-trade channel, which makes sense, since the product is formulated to appeal to young adult consumers, who tend to consume the bulk of their alcoholic drinks on-trade.

COMPETITIVE LANDSCAPE

Carlsberg dominates cider/perry

Carlsberg BH dominated cider/perry in Bosnia-Herzegovina in total volume terms in 2018. It pioneered the category and followed up with strong promotional support in the media and at POS; on-trade in particular.

Heineken actively looks for a way to grow its share

In 2018, another new product launch was recorded in cider/perry: Stari Lisac by Heineken. Heineken originally penetrated the market with its international Strongbow brand, but failed to threaten the leading position of Somersby in cider/perry.

Opportunities for small players in cider/perry

There are no private label lines available in cider/perry. There are also no domestic manufacturers with interests in this category.

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