They represent a strategy to increase cider consumption throughout the year. Sidra Real presented its commercial strategy to increase cider consumption throughout the year. To do this, it will launch two new tanks unprecedented in its market: 330 and 660 cm3, both with twist-off lids, which are already available on the shelves.
The company recently invested close to 8 million dollars in equipment and machinery modernization to improve the production processes of its facilities located in Allen, Río Negro; and in Pilar and Ciudadela, in the province of Buenos Aires.
Sidra Real, through these two innovative formats, proposes to promote new opportunities for consumption that allow to highlight the main qualities of cider, taking into account the noble and natural origin of the apple, a key part for its production. As for the culture of its consumption, Real recommends leaving aside the traditional flat glass and suggests drinking it in a glass with ice, which emphasizes its conditions and retains its qualities for longer.
“85% of cider consumption is concentrated in December, so we have a lot of room for growth by looking for new opportunities that include a previous meal with family and friends, at a bar after work or as an accompaniment to dessert, for example. We have a big challenge ahead of us, which is to propose new opportunities to try the product, and we are convinced that the consumer will find in cider a noble, refreshing and light drink that goes perfectly with all kinds of food,” said Javier Trucco. , general manager from the cider business unit CCU Argentina.
“The launch is part of a strategy aimed at giving the consumer the opportunity to access cider on more occasions, presenting the product in a more everyday way. Real will continue to present new products to consumers throughout the year to open up the range of contact that this product of such noble origin has,” commented Vanina De Martino, Sidra Real Marketing Manager.
This simultaneous launch will see Sidra Real available, in 330 and 660cc versions, in the country’s main bars and supermarkets with the offer added to the traditional 720cc bottle. At the same time, the brand offers draft cider in the main bars of Buenos Aires such as 878, Milion, Downtown Matías and el Único, among others.
Some local numbers
In Argentina, around 800 thousand hectoliters of cider are consumed annually, which ranks our country in fifth place in the world behind Great Britain, Spain, South Africa and France. According to the latest market studies, Real has a market share of 24.4% and a first choice of 53.3%.*
Since CCU Argentina took over the Sáenz Briones business (with its Real and 1888 Sáenz Briones brands) and La Victoria in late 2010, the cider market has grown by 8% in total volume.
During 2011, Sidra Real achieved a turnover of around 25 million dollars.
The production of high-quality cider in Argentina begins in March and April when the apple varieties that will make up our final product begin to be picked in an area called Alto Valle in the province of Río Negro. The region of Patagonia – so called – includes the cities of Cipolletti, General Roca and Villa Regina, privileged cities that supply Argentina and the world with this precious fruit.
In Gornja dolina, various climatic factors are intertwined, which make a difference in each of the pieces that are collected. Sun, moisture, wind and soil quality are combined with the passion of experts who work the land and know their terroir best.
The production process begins in the months when summer ends and autumn begins (March-April). There, the fruits are harvested and each element is carefully selected to achieve the highest quality standards that such a real drink requires.
The selected fruits are transferred to the company’s factory in the city of Allen, where the transformation process begins.
The first thing to do is to carefully wash each piece of fruit. The cider blend includes Red Delicius and Granny Smith apples, the same ones we normally consume every day.
After this process is completed, the first juicing begins by means of grinding and a belt press. But the cycle is not complete until it reaches the centrifuge area where all the liquid is taken.
The total juice obtained by this process naturally ferments in cylinders and basins for a period that varies from five to seven days. Fermentation temperature is between 15 and 20 degrees. After this time, the juices rest and slowly clear, leaving nature to play its leading role.
In this phase – which lasts approximately 15 to 20 days – filtration is carried out and it is carefully transferred from one container to another. It is a very similar process to wine, except that apples are ground instead of grapes. The result of this stage is called base cider.
After the basic cider is obtained, the drink is transported to two bottling plants in the province of Buenos Aires. This is where the last phase begins. The liquid is sweetened – following the rules of the national food code -, cooled, stored in barrels and carbon dioxide is added to achieve that special gassing or bubbles that we notice when it reaches its high standard of freshness. Finally, it is carefully packed and distributed throughout the country.
Cider is ideal for accompanying all kinds of dishes. Its refreshing spirit makes it a good choice for snacks, pizzas and empanadas, light pasta, white fish and sweet and sour dishes. It is also excellently combined when it comes to sweets, mainly for all kinds of sweets, both fruit and those where the protagonist is chocolate.
In a glass with ice
Much of the innovation proposed by Sidra Real has to do with the consumer culture of this product and, in this sense, Real proposes to discover a new way of enjoying it: in a glass and with ice.
Leaving aside the traditional glass (which does not help to preserve the ideal temperature or its bubbles), Real recommends drinking cider in a tall glass with a capacity of about 500 ml (pint style) and a wide neck.
As for the ice, Real recommends that it be solid, crystalline ice. The glass should be filled halfway with three or four pieces and then pour the drink, tilting the glass at 45° and letting the liquid slide down the walls, avoiding sudden collisions. It is preferable that the drink be well chilled (its ideal temperature is 2°), and it is recommended that the glass be well chilled as well.