Growing Taste for Cider
June 3, 2014
Cider is growing more popular in Poland and sales of alcoholic beverages made from apples could soon total half the current sales of beer.
Despite being Europe’s largest producer of apples, Poland has never really developed a market for cider. That could change, in part because Polish people have been increasingly traveling to Britain, Ireland and Scandinavian countries, the largest consumers of cider in Europe. At the same time, Poles’ drinking habits are changing, with a growing preference for light alcoholic drinks such as flavored beers and ready-to-drink cocktails. The growing popularity of cider reflects this trend.
Andrzej Piotr Pawelec, head of sales at cider producer +H2O, is optimistic. “Some experts predict that by the end of this decade, cider sales could top 50 million liters a year, which is half the current sales of beer,” said Pawelec. +H2O pioneered cider production in Poland by launching its Andrew’s Cider around a decade ago. “At the time, cider was virtually unknown in our country,” said Pawelec. “It was a challenge, as not only did we need to make customers aware of our product, but we had to convince them it was worth trying.” The company’s new product called app!cydr, a quality Polish cider, is available at Biedronka stores, the largest supermarket chain in Poland. One million app!cydr bottles were put on the market in May alone—an unusually high number by Polish standards, seeing how last year cider sales in Poland totaled 2 million liters.
Apart from app!cydr, other +H2O products include the popular 7 Sadów cider and eXcider Joker.
There are still few cider brands in Poland. They include Cydr Lubelski produced by the Ambra company as of last year, Green Mill Cider from the Kompania Piwowarska brewery, Cider Inn from JRBB and Warka Cider from Warwin. This year, a company called TiM has launched its Cydr Polski Klasyczny while the Miłosław brewery sells Cydr Miłosławski Jabłkowy. At present, total sales of cider in Poland are at just 1 percent of sales of beer. Poland, however, has superb apples and is the largest apple producer in Europe, while Polish apple juice concentrate is a much sought-after product. That alone indicates that Poland has high potential to develop a strong market for cider.