Cider/Perry in Spain

PROSPECTS

New regulation to reshape cider category in Spain

In February 2017, the government approved new legislation that regulates the quality norms of the different categories of natural cider and cider produced in Spain. This Royal Decree also updated the definitions, introducing new categories of cider present on the alcoholic drinks market, such as scented/flavoured cider, cider with fruit juice, ice cider, cider cocktail and light cider, amongst others.

Premiumisation drives unit price upwards

The unit price of cider/perry rose in 2017, as a result of the growing premiumisation of the category and the launch of products with higher differentiation into the market. The change in legislation of early 2017 also contributed to the price increase, as it has allowed manufacturers to develop more sophisticated products that, until then, were not considered cider.

On-trade channel recovery benefits cider sales

Sales of cider/perry are strongly benefiting from the recovery of the on-trade channel, which accounts for about three quarters of total volume sales. The consolidation of the economic recovery has revived the interest of Spanish consumers in returning to bars and restaurants.

COMPETITIVE LANDSCAPE

Valle, Ballina & Fernández leads sales of cider/perry

Valle, Ballina & Fernández led within cider in 2017. The company benefits from the popularity of its major brand El Gaitero as well as from the changes in legislation affecting cider, which allowed the company to update in its portfolio and expand its product range, with new products such as 1898, its first “ice” cider.

Heineken España enters the category of cider

Heineken España, the leader in beer in Spain, shook up the cider category with the release of Ladrón de Manzanas, its first domestic brand of cider launched in the summer of 2017. This new product adds to the two imported brands of cider that the company distributes in Spain: Bulmers and Strongbow.

Changes in legislation opens up opportunities for innovation

The new legislation affecting cider opened up major opportunities for innovation within the category in 2017. Key innovations of 2017 include the individual formats of 25cl and 33cl under the brand Mayador (Manuel Busto Amandi); expansion of the range The Good Cider of San Sebastian from Eva Group, which incorporated the new varieties dry apple and alcohol-free cider; the new ice cider under the brand Cortina from Cidra Cortina Coro, which comes in a 37.

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