Cider/Perry in Spain

PROSPECTS

Climate, economy and the health and wellness trend influence sales

In 2018, growth slowed down due to the unfavourable weather conditions coupled with a slower economic growth. Cider is perceived as healthier than beer, its closer competitor, as it is made of fruit and as it has a lower alcohol percentage.

Cider consumption grows outside Asturias and the Basque country

In Spain, cider is mainly consumed by tourists (international brands) and by the inhabitants of two Spanish regions: Asturias and the Basque country. Cider has traditionally been produced mainly in these two areas with adults over 40 years old being the major consumption group.

Growing unit prices and increasing premiumisation

Unit prices showed positive growth in 2018 with premium quality cider growing faster and with operators looking to certify the origins of their products. In an effort to guarantee the cider quality, in 2017 the DOP of the Basque country, DOP Euskal Sagardoa, was created to certify ciders made with local apples.

COMPETITIVE LANDSCAPE

El Gaitero focuses on premiumisation

Valle, Ballina & Fernández, the leader of the category, invested in the premium positioning and marketing of its ciders to appeal to more demanding consumers. The company succeeded in receiving the DOP of Sidra de Asturias certification in 2018 with El Gaitero Etiqueta Negra; it was the first El Gaitero cider brand to be certified.

Heineken’s success lies in its target consumers and in its positioning

Since entering the market in 2017 with Ladrón de Manzanas, Heineken has engaged in a very aggressive marketing campaign, especially in the on-trade channel, in order to raise awareness of its product and of cider in general in all those areas of Spain where people were not accustomed to drinking it. In 2018, Heineken launched a new version of its cider brand “Ladrón de Manzanas: manzanas y frutos rojos”, made with apples and red berries tapping into the search for new exotic flavours.

Menéndez launches a new organic certified cider

Sidra Menéndez, one of the major players in the category, focused its strategy on offering premium certified cider with its launch of Sidra Menéndez DOP Ecológica in 2018. This cider has a double seal of quality; on the one hand, it received the Protected Designation of Origin "Sidra de Asturias" and, on the other hand, it is a guaranteed organic product certified by the Council of Organic Agricultural Production of the Principality of Asturias (COPAE).

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