Most sold cider brands in Romania 2019, by market share

In 2015, Heineken Romania introduced its new cider beverage — Strongbow — under the “Urban by Nature” concept, aiming to adapt cider, an alcoholic beverage from fermented apple juice, into the urban context. By 2019, Heineken owned three of the five most sold cider brands in Romania: Strongbow, Cidru Mândru and Old Mout Cider. Moreover, Strongbow was the most sold cider in the country, accounting for 36.9 percent of the total market.

Market value

Over the last few years, ciders have become an immensely popular alcoholic beverage because of their fresh taste and fruit flavors. The Romanian cider market value peaked in 2019 at 279.5 million Romanian lei, which represented an increase of approximately 90 percent compared to the market value recorded in 2016. Nevertheless, the revenue of cider, perry, and rice wine is expected to continue growing, reaching 98 million U.S. dollars by 2025.

Cider consumption

The Romanian cider market grew not only in terms of market revenue, but also in terms of consumption. Specifically, if in 2016 cider consumption amounted to 11.5 million liters, by 2019 it increased to 19 million liters. Furthermore, in 2019, cider was the third most preferred alcoholic beverage in Romania, after beer and wine.