Meanwhile, for Macarena Duffau, Marketing Manager of Sidra 1930 at Cervecería y Maltaria Quilmes, “the global trend in the growth of cider consumption is something that we have been observing for a long time, and that is also occurring in Argentina with a premium category that is growing steadily at double digits every year”.
After highlighting that Argentina is a “great consumer of cider, among the world’s leading consumers, the sixth largest consumer in the world, only behind the United Kingdom, Spain, United States, South Africa and France”, De Martino considered that there is a “great opportunity to continue growing because in none of these countries it is used to toast. “
The growth of the category was driven by the innovation of the brands in the service of new proposals and product presentations, and the creation of new consumption occasions.
“New brands, even handcrafted; presentations, smaller bottles, with plates, and even cans; flavors; and ways of drinking cider, in glass and with ice; they are making it stop being a drink to toast at Christmas or New Year, to become a drink to enjoy throughout the year, “added De Martino.
The new proposals in brands, products and packaging contribute to creating new spaces and opportunities for consumption: not only at parties, but with friends or family; and even as an individual option.
“Our great challenge is to de-seasonalize the consumption of cider, placing it on new occasions where it was not found before, and claiming a noble, natural, fresh and sweet product that can be consumed at different times,” said Duffau.
According to a study carried out by the consulting firm GFK, cider grew in preference over other alcoholic categories such as wines, whiskeys and sparkling wines, and with the current pandemic context, consumption has turned to homes and more personal.
“There is a very strong tendency to seek and try new flavors in low alcoholic beverages, between 4 and 7 degrees; cider is a sweet, refreshing and natural option, made with apple juice, a product without tacc” commented De Martino.
“Although it is a very traditional drink, with a long history on the Argentine table and a still concentrated consumption during November and December, there is a great opportunity to take it throughout the year, and all companies are working on that”, added.
According to De Martino, “the youngest are beginning to get to know it, in bars, on the go, in cocktails”, thanks to the fact that “it is a noble and very versatile product, which allows it to be combined with other drinks”.
“You see new brands in the craft world, and the appearance of cider thrown in bars and restaurants as an alternative to other drinks,” agreed Duffau.
In that sense, Alexander Martínez, bartender at Boticario Bar, stressed that “it is a super noble and rich product, very versatile when combining flavors; it provides acidity, sweetness and a bubble that makes it super refreshing, and if that is what we add herbs or citrus much better, a complexity of perfect flavors “.
Source From: Ambito
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