Cider/Perry in Thailand

PROSPECTS

The entry of new brands supports strong growth in sales of cider/perry

Cider/perry continued to register strong double-digit volume and value growth in 2017 as sales continued to rise from a low base. Although cider/perry is still an emerging category in Thailand, more consumers are becoming exposed to these products and the key factor behind this has been the growing numbers of imported brands available in the category.

The on-trade continues to dominate sales as demand focuses on younger drinkers

The on-trade channel continued to account for the bulk of total volume sales in cider/perry in 2017 and this is mainly because many of the brands present in the category including Magners and Savanna Dry continue to focus their distribution on the on-trade in a bid to target mid- to high-income young adults. However, 2017 saw the off-trade channel continue to close the gap on the on-trade, registering significantly higher volume growth.

COMPETITIVE LANDSCAPE

Strongbow relaunched as Thai Asia Pacific Brewery seeks to tap into rising demand

Thai Asia Pacific Brewery Co Ltd relaunched the iconic apple cider brand Strongbow in 2017 as ongoing dramatic sales increases in cider/perry during the review period have made the category highly attractive. The premium cider brand’s core target audience is young Thais aged between 20 and 35, a consumer group that is becoming increasingly affluent and more likely to prefer drinks that are different to what their parents enjoy.

The withdrawal of cider-based RTD Syder Bay creates room for cider/perry brands

2017 saw Boon Rawd Brewery Co Ltd withdraw Syder bay, the brand of cider-based RTDs that it had introduced in 2014. According to reports in the trade press, the brand struggled to generate consumer interest and failed to meet sales expectations.

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