Cider –The Global Challenge - Arena International · Latest global cider category growth rates...
Transcript of Cider –The Global Challenge - Arena International · Latest global cider category growth rates...
Global Corporate Relations | March 2013
HEINEKEN International B.V.CR Conference | April 2013
Cider – The Global ChallengeFenella TylerGlobal Cider Public Affairs Manager
Canadean Conference – May 2013
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Overview
• The History
• A Quick World Tour
• The Experts
• The Big Issues
• Our Top Priorities
Global Corporate Relations | March 2013
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Fermented Drink from Apple Juice
(Origins Heb Shekbar strong drink)
The Concise Oxford Dictionary –
CIDERCIDERCIDERCIDER
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The History
Why we are where we are.
Global Corporate Relations | March 2013
A Very Brief History of CiderA Very Brief History of CiderA Very Brief History of CiderA Very Brief History of Cider
♦ 11th Century - Introduced to England with Normans
♦ 12th Century – growth in France
♦ 16th Century – Preferred to wine in France
♦ 18th Century – drink of the English elite
� 19th Century
A cure for Gout & Rheumatism
Pay for farm workers
� Cider origins in Hebrew language
� Arabs introduced it to Spain
� Romans spread through Europe
Source: AICV – Association des Industries des Cidres et Vins de Fruits de l’UE
The EU Cider Market
Denmark, 0.1%
Netherlands, 1.
7%
Finland, 2.8%
Germany, 3.1%
Belgium, 4.0%
Sweden, 4.3%
Spain, 5.7%
France, 6.7%
Ireland, 9.9%
UK, 61.6%
Global Corporate Relations | March 2013
Source: Euromonitor
Global cider category growth forecasts (Mhl)
Global Cider Industry Forecast
Source: The Beer Institute (USA, L6M), AC Nielsen (Australia, L6M), IWSR (South Africa, CY11-12), ACD (Canada, LTM) and Canadean (New Zealand, CY11-12)
Latest global cider category growth rates
Global Cider Market Growth
Global Corporate Relations | March 2013
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A Quick World Tour
An inconsistent approach
to a category
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Argentina -Sidra
Germany - Apfelwein
Spain – Sidra & Sidra Natural
Canada – Ice Ciders
USA – Hard Cider
France – Cidre et Cidre Bouche Belgian Cider
Scandanavia - Cider
UK – Cider & Perry
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What Does Global Really Mean - USA?
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What Does Global Really Mean - Argentina?
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What Does Global Really Mean - Europe?
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What Does Global Really Mean?
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The Big Issues
Achieving a Global
Definition
Cider Is.......................Cider Is.......................Cider Is.......................Cider Is.......................
♦ Made from Apples (or Pears)
♦ Alcoholic (unless you are in the US)
♦ Below 8.5% ABV (mostly)
♦ All the alcohol comes from the fermentation ....
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Global Corporate Relations | March 2013
Cider Might Be.........................Cider Might Be.........................Cider Might Be.........................Cider Might Be.........................
♦ Carbonated
♦ Sweetened
♦ Coloured
♦ Flavoured
♦ From a wide range of different types of apples............... (or pears)
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CIDER CYDER CIDRE SIDRASCIDER CYDER CIDRE SIDRASCIDER CYDER CIDRE SIDRASCIDER CYDER CIDRE SIDRAS
� Made from Fermented Apples or Pears
� Below 8.5% ABV
� No Added Alcohol
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CIDER - Fermented drink from apple juice
The Concise Oxford Dictionary
Global Corporate Relations | March 2013
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Top Priorities
Can we ever get to a truly
global approach?
One Definition One Definition One Definition One Definition –––– is it a Dream .......is it a Dream .......is it a Dream .......is it a Dream .......
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Or Perhaps we Should Just Focus on the Or Perhaps we Should Just Focus on the Or Perhaps we Should Just Focus on the Or Perhaps we Should Just Focus on the Important Stuff....................Important Stuff....................Important Stuff....................Important Stuff....................
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ThankThankThankThank YouYouYouYou