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Austria cider market: Tiny growth coming from imported brands
Austria Cider Market Insights - a new market research report on 2014-04-18 12:51:02
The Austria cider market is not yet established in Austria and volumes are very low. This fledgling category experienced minor growth in 2012 but it was not significant. There were some launches in 2012 of new brands. A few companies are seeing an opportunity in the, as yet un-established, Austrian cider market which is why some new launches were seen.
Local cider is not particularly trendy, and is sold at the farm gate. Any growth in the tiny market comes from imported brands. One of the new brands, Goldkehlchen, is trying to reach out to city dwellers and bar customers, this brand available in 33cl nr glass bottles is positioned for the trendy summer after work drinks market.
The two new brands, Goldkehlchen aimed at trendy city dweller and Manfred Fauster selling cider directly from the producer, may be able to create some much needed buzz for the category. Cider is seen as an alternative to beer and the launches of beer mixes, which are aimed towards female drinkers, could provide competition for the very small cider category.
Imported international brands drove the modest growth seen in 2012. These tend to be seen in urban areas and is reliant on pub sales. Summer 2013 could see the category progress as imported cider is seen as an alternative to beer and efforts are being made to attract female drinkers.
In terms of brands Austria does not have a lot of variety to offer. Strongbow and Magners are pretty much the only big brands available. Most of Austria´s cider volume comes from local cider makers, which are usually included within domestic farms, who´s name they carry.
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