Cider/perry recorded the strongest growth in alcoholic drinks in Greece in 2018. Growth is still coming from a relatively small sales base, with still low penetration, but the increase in product variety and availability is leading to an increase in consumer awareness, which is subsequently resulting in an increase in consumption as an increasing consumer base is gradually emerging.
On-trade sales of cider have always been higher in comparison to the off-trade, however it was the introduction of cider in the off-trade in 2016 with the relaunch of Strongbow that provided a huge boost to cider sales and helped cider establish a consumer base. In 2017, growth was faster in the on-trade, as, following cider’s breakthrough in the off-trade, more on-trade establishments begun to introduce cider.
Alongside the increasing consumer awareness, brand variety and availability, cider’s low retail price and low ABV are key to making cider an appealing alternative to wine and spirits. With regard to the off-trade, the leading brands are sold at EUR1 per 330ml bottle and this has been a key selling point for cider.
Athenian Brewery leads cider sales in Greece, with Strongbow being the best-selling brand. The company posted an increase in share, deriving not so much from Strongbow, but from the launch of the domestic brand Milokleftis.
Olympic Brewery ranks second in cider in Greece. Its best seller is Sommersby, whereas its Magners brand only accounts for a fraction of cider sales in Greece due to its limited availability and very low consumer awareness.
Rekorderlig and Kopparberg are also available in Greece, however their distribution is scarce, and brand awareness non-existent when it comes to the domestic population. Both brands claim a marginal share of cider’s sales and their sales derive mostly from tourists, who may be familiar with these brands from their home countries.
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This industry report originates from Passport, our Alcoholic Drinks market research database.