Cider/perry is largely sold via off-trade channels in Taiwan and the increase in off-trade volume sales went a long way to mitigating the steep losses in the on-trade channel in 2021. Like with sales of all alcoholic drinks, the on-trade sales of cider/perry were hit hard by the introduction of lockdown measures in Taiwan between May and August 2021.
While there have been new entrants into the market, Strongbow Apple Ciders and Somersby still account for most sales in the category in total volume terms. These two brands have the widest distribution presence which gives them a key advantage.
Cider/perry consumption was low in Taiwan even before the pandemic with the drink appealing mainly to female consumers and Western expatriates and tourists. Due to the strict border controls imposed since COVID-19, foreign visitors were unable to enter Taiwan during 2021, with this having a particularly negative impact on on-trade sales of cider/perry.
Fruit-based alcoholic drinks are relatively popular in Taiwan, with local consumers having developed a craze for home-brewed plum wine during the pandemic, for example. In the short plum season in the summer, consumers would order green plums (greengage) and add them into different spirits such as whiskies, gin, and vodka.
Cider/perry is developing a stronger connection to festivals and holidays, which could help to promote stronger sales. In the past brands in Taiwan used to promote cider/perry as a refreshing summer drink, due its sweet taste and the fact it is typically served chilled, with it often targeting female consumers.
Retailers will likely focus on product sampling, price promotions and bundling discounts to drive interest, while new products from smaller players are also expected to prove attractive, similar to the craft beer trend. Cider/perry products are still relatively new to consumers in Taiwan, and thus continue to benefit from the novelty factor.
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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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