Cider/Perry in Slovakia

PROSPECTS

Cider/perry increasingly attracting Slovak consumers

Total volume sales of cider/perry grew rapidly at the end of the review period. This category is relatively new in Slovakia, having only being introduced in 2014, and so more consumers are discovering it.

Cider/perry consumption rising throughout the year

Many consumers consider cider/perry to be a seasonal product, viewing it as a pleasant summer drink. Indeed, manufacturers’ main marketing campaigns have tended to be targeted at this period.

Cider/perry not yet widely available in the on-trade

Cider/perry was widely available in off-trade outlets, especially supermarkets and hypermarkets, in 2018. However, this was not the case in most on-trade establishments, which offered no or only one brand of cider/perry.

COMPETITIVE LANDSCAPE

Heineken’s Strongbow the leading brand by far

In 2018, there was only a small number of brands available in cider/perry when compared to other alcoholic drinks categories as this is still a relatively new type of product in the country. The brands which are present are now well-established, thus providing strong competition for new players looking to enter the category.

Lišiak zo Sadu and Stassen two more brands offered by Heineken

Heineken also offers two other brands in cider/perry, namely Lišiak zo Sadu, which ranked third in 2018, and Stassen, which ranked eighth. Lišiak zo Sadu benefited from a strong marketing campaign, with the brand offering two flavour variants, apple and pear.

Kingswood and Frisco from Plzensky Prazdoj Slovensko also command notable positions in cider/perry

Kingswood from Plzensky Prazdoj Slovensko was the second leading brand in cider/perry in 2018, albeit a long way behind Strongbow. Kingswood is generally not yet available in the on-trade, with promotional activities limited to marketing leaflets in retail outlets.

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