Cider/perry is the smallest category of alcoholic drinks in Serbia and remains relatively underdeveloped with the majority of volume sales made in the off-trade. Growing from a low base, it has seen strong volume growth in the review period.
Carlsberg Srbija has a monopoly in the cider/perry category where its Somersby dominates, with apple-flavoured cider being the most popular variant. Sajber Bandit, produced by Coca-Cola HBS Serbia ad, is the only brand with a tangible volume share aside from Somersby with a slight increase in share in 2021.
As the dominant brand, Carlsberg’s marketing strategy has a major impact on overall cider/perry volume sales in Serbia. Off-trade sales have benefited from promotional/educational collaborations between Carlsberg and retailers to increase consumers’ awareness of the products.
Moving forward, it will be interesting to see if retailers will try to enter this category after beverage giants tried and failed over the last several years to make their mark, namely Heineken and Apatinska Pivara. The category is expected to see strong volume growth over the forecast period, which may tempt brands to try again.
Carlsberg’s marketing investment is critical to the growth of the cider/perry category and is expected to keep investing heavily in marketing over the forecast period, as was the case during the review period. New flavours are also expected in the forthcoming years, as they are critical to stimulating volume growth.
The principal target audience of cider/perry products is not expected to change significantly over the forecast period and these products will still be mostly consumed by females. However, it is also likely that a somewhat higher number of male consumers will also purchase cider/perry as they slowly lose their reputation of being a somewhat “weak” and “girly” alcoholic beverage.
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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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