Still a niche category in Chilean alcoholic drinks with limited penetration, cider/perry expanded in sales terms in 2021, recording a positive growth performance for the year. With alcoholic drinks witnessing an overall rise in demand for spirits such as bitters, whiskies and gin, the lack of consumer awareness of cider/perry makes it difficult to attract new consumers, who do not understand its consumption occasions, or which type of food it can be paired with.
The author of the local publication “Guía de la Cerveza en Chile”, which has been running for over 10 years, has created the first edition of “Guía de la Sidra”, which aims to highlight the growing number of local cider brands, along some international ones, which are available in the country. The guide explains the multiple dimensions of cider’s production chain and ranks approximately 50 different types and brands of cider, aiming to educate local consumers about the category and boost sales and interest.
While cider/perry is a highly fragmented competitive landscape in Chile, dominated by smaller players under “others”, alcoholic drinks giant Cía Cervecerías Unidas has added the Villa Pehuenia brand from Argentina to its portfolio, joining 1888 (also from Argentina), and the locally-produced Cygan, symbolising its intention to invest in and expand the category’s reach in Chile, which remains largely unexplored in the country. Cía Cervecerías Unidas is the leading cider player in Argentina, where the category is more developed than it is in Chile.
The growth experienced by e-commerce in Chilean alcoholic drinks during the pandemic offers opportunities for developing categories such as cider/perry. Not needing to compete for space using online shelves with other categories, e-commerce also allows cider companies to display their full range of SKUs, supporting bulk purchases and the offer of promotions.
As noted in other small categories, the strong growth of cider in Chile can be explained by curious consumers wanting to try new flavours and products, in addition to others searching for alcoholic drinks with lower ABV content. However, moving forward, brands must continue to educate Chileans on consumption occasions, maintain their interest, or even create new lines to encourage further purchases.
Historically associated with the south of Chile, where the extreme cold is most suitable for apple production, cider has witnessed an increase in the number of craft producers in these southern locations over the years. The challenges that these small producers face when shifting from homebrewing to industrial-scale production increased in line with the financial impact of the pandemic, testing their resilience.
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Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.See All of Our Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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