Cideralia “Cider distribution pioneers”

Author

Rodríguez Marín, José Javier
Marcilla Biurrun, Félix  

Abstract

Our business idea, after brainstorming, is to import and distribute English cider "Cider" in our country. We will start with Barcelona since it is the city that welcomes the most tourists. Thanks to the experience abroad with Erasmus, we have realized that a great variety of products could be successful in Spain; one of them is cider, which we differentiate from the Spanish by calling it Cider. It is a low-proof, sparkling and bittersweet alcoholic drink that is obtained by fermentation of apple juice. The Cider is a very common product and produced in countries such as France, the United Kingdom and Ireland that are the largest consumers. Curiously, these three countries are among the top ten countries that visited Spain in 2018 (82.8 million tourists). In Spain, the cider sector has a turnover of over 50 million euros. It is the fourth cider manufacturing country in the European Union behind the United Kingdom, France and Germany. In Asturias, more than 45 million liters of cider are produced per year, which means the marketing of more than 40 million bottles. This amount represents 80% of the cider that is manufactured in Spain and of it, 70% is consumed in the region itself, which produces an average consumption of 50 liters per inhabitant.
Therefore, taking these data into account, we realize that in Spain cider tends to be a product of habitual consumption with the exception of the north of the country (Asturias, Cantabria, Galicia, Navarra and the Basque Country) where it is already popularized. Therefore, our goal is to try to increase the visibility of the Cider in bars throughout the country so that when tourists come they feel at home; enjoying a family product and consumer goods.

Director

Fazio Bieto, José
 

Degree

IQS SM - Undergraduate Program in Business Administration and Management

Date

2020-05-01