Cider/Perry in Lithuania

PROSPECTS

Dry cider prevails over sweet cider

Previously popular sweet cider types have started losing their popularity due to increased excise taxes. The most popular brands were in the economy price segment, but higher retail prices owing to the greater excise taxes have deterred price-sensitive consumers from buying them.

Non-alcoholic cider limits the overall category’s decline

Previously, non-alcoholic ciders were almost non-existent in the Lithuanian market, but at the beginning of 2018 sales started booming. Healthier living standards and responsible drinking combined with promotion limitation incentivised the emergence of alcohol-free cider.

Craft-style cider is on the rise

Similar to the beer category, cider is also moving towards craft-style beverage production. Premiumisation and a preference for dry drinks have pushed major beer players to also focus on craft-style ciders.

COMPETITIVE LANDSCAPE

Flavoured beers – direct competition for cider

Lithuanians’ taste for sweet alcoholic beverages has subsided, creating a market for less sweet ciders and at the same time creating a large market for flavoured beers. Fruity-tasting radlers and flavoured wheat beers have created significant competition for ciders as they fall right in between hoppy beer and sweet cider taste profiles.

Fizz and Kiss ciders continue to decline

Fizz by Volfas Engelman UAB and Kiss by Svyturys Utenos Alus UAB were historically the strongest cider brands in Lithuania. However, due to growing interest in premium brands, increased excise taxes and sophisticated cider variations appearing in the market, they have continued to decline.

Somersby’s portfolio expands to attract a broader audience

In spring of 2018, Svyturys Utenos brewery introduced an extension of its most successful cider brand Somersby. Inspired by the increasing popularity of sparkling wine, Somersby Orchard selection was introduced.

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