Cider/Perry in Switzerland

PROSPECTS

Change in perception supports positive outlook for cider/perry

Compared to beer and wine, cider/perry only plays a minor role in alcoholic drinks in Switzerland. Even though raw materials are plenty and the production process is similar, many manufacturers continue to focus on beer and wine or even just spirits.

Cider as a craft

As craft beers and spirits are growing in popularity in Switzerland, it comes as no real surprise that craft ciders are among the main drivers of success of local cider breweries. Specifically targeting younger adult consumers, both male and female, craft cider manufacturers are seeking to cater for demand for individual, exclusive and premium cider products.

Healthier lifestyles supported by lighter alcoholic drinks

In 2018, cider/perry benefited not only from strong sales during a long and hot summer in Switzerland but also from general changes in lifestyle, especially among younger adult consumers. With a current tendency towards lower alcohol consumption and more refreshing alternatives to spirits, wine and in large part even beers such as standard lager, cider/perry continued to grow in popularity.

COMPETITIVE LANDSCAPE

Ramseier to benefit from growing demand for cider

Despite being one of the most traditional players, with a long local history, Ramseier Suisse managed to maintain its leading position in cider/perry in Switzerland in 2018. The company benefited from the growing acceptance and interest of younger adult consumers, although its product positioning remained more old-fashioned when compared with newer international players or even craft cider manufacturers.

International brand manufacturers push on

The strongest growth rates in total volume terms in 2018 continued to be recorded by the large brand manufacturers Heineken and Feldschlösschen, which once again gained share through the growing popularity of modern imported ciders like Somersby and Strongbow. Being widely advertised, these brands reached many consumers, positioning cider as a refreshing alternative to other more old-fashioned alcoholic drinks such as wine or even beer.

Niche player proves a success

One of the most successful new product launches in 2018 was Gartengold’s Craft Cider with a Mission. Albeit with comparably low sales and limited distribution, the company managed to achieve strong volume and value growth by introducing a particularly sustainable craft cider.

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