Cider/Perry in Venezuela

PROSPECTS

Large volume decrease of cider/perry sales for the second year in a row

Cider/perry declined in total volume terms in 2017, with most of the sales being concentrated in the last quarter of the year as the highest demand traditionally happens during the Christmas season. Volume sales have fallen due to lower demand and a very limited supply.

Although more affordable than close substitutes, the supply of cider is extremely limited

The average unit price of cider/perry is four times that of overall alcoholic drinks. Cider/perry is more affordable than other sparkling wine – traditionally considered a close substitute – which carries an average unit price five times that of cider/perry.

Seasonality and ageing consumers limit growth for cider/perry

Cider/perry is consumed by both men and women who maintain the tradition of drinking sparkling beverages either at Christmas or during other celebrations such as weddings. Cider/perry is mainly consumed in the off-trade channel, while sales through the on-trade channel are negligible because most people purchase cider/perry for consumption at home or office gatherings.

COMPETITIVE LANDSCAPE

A domestic brand of cider continues to dominate in 2017

Complejo Licorero Ponche Crema CA remains the dominant company in cider/perry thanks to its steady presence, long tradition and reputation in the country. Its brand, La Española, offers a competitive price compared to imported products.

Erratic supply of imported brands hampers dynamism

Most of the cider/perry imported to Venezuela comes from the Asturias region in Spain. Domestic brand La Española was more widely available in 2017 than imported offerings such as El Mayu, Escanciador or Cereser.

Low levels of innovation prevail in 2017

No key launches nor packaging innovations were detected in cider/perry over the course of 2017. By tradition, cider/perry rarely sees innovation in Venezuela.

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