Just Published: "Cider/Perry in Denmark"
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[ClickPress, Wed Jul 16 2014] Cider/perry's unit prices increased significantly when the same taxes were imposed on these products as they were previously on malt-based RTD drinks. These taxes came into force on 1 August 2010 which was followed by several new tax hikes. The latest tax hike on cider/perry occurred on 1 July 2013. According to the latest tax hike, DKK8.64/litres has to be paid on cider/perry with abv 10% or under and DKK14.78/litres on cider/perry with more than abv 10% over the usual VAT which was set to 25% (20% of the retail price is the VAT) in Denmark. The continuous tax hikes deterred Danes from buying cider/perry over the last few years of the review period, which was clearly reflected by the halving of total volume sales of cider/perry in 2011. These new taxes and continuous tax hikes are meant to deter young Danes from consuming cider/perry.
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The category leader was Carlsberg Danmark with its well-known Somersby brand, with 44% total volume share in 2013. Carlsberg is a globally well-known local brewery, selling beer, cider/perry, RTDs and soft drinks as well, enjoying stable position in Denmark. The company introduced its Somersby brand back in 2008, which is a drink targeting a wider consumer group, than for example Cult's cider, even though Somersby is also mainly consumed by young adults. The second biggest player was Cult A/S with 37% total volume share, lagging behind Carlsberg. The leading position of Carlsberg can also be explained by the fact that the company has a more widespread delivery system to on-trade outlets than Cult, and sales through on-trade dropped less than through off-trade which contributed to Carlsberg's increasing share.
It is expected that leading players will continue to invest in the marketing of their cider/perry products in the hope of catching young consumers who tend to drink less beer, even though high taxes make the situation fairly difficult for players. There were success stories, such as Cult A/S which has proven to be the most efficient in stimulating the 16 to 30 years old age group's need for innovation, choice, and variation. The other two big players, Carlsberg and Royal Unibrew are expected to continue to invest into marketing, maybe even taking inspiration from Cult.
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