Cereser diversifies with vodka and soft drinks
O Estado de S. Paulo
The most traditional cider maker of country, Cereser, headquartered in Jundiaí, in the interior of São Paulo, is diversifying its product line. Withholder of 75% of the national market of ciders, with estimate sales of 28 million bottles this year, 8% more than in 2009, Cereser is putting two new products in the market. The Spunch, a non-alcoholic carbonated drink, is a type of soft drink made of fruit. The product comes in a glass bottle with a label featuring Walt Disney characters' images, and it focuses on children 4 to 10 years old. "The idea, approved on a survey made with mothers, is to allow the young ones to toast with adults on special dates", says José Fontelles, Commercial Officer of Cereser.
Another launching, which should consume much of the investments of the company in the coming years, is Kadov Ice, brand that gets to the market to compete with leader Smirnoff Ice. According to Fontelles, it is one of the most promising products of the beverage sector. "The category doubled in size over the past five years and there is lots of room to grow", he says. The expectation of Cereser is to sell 1.2 million units of Kadov Ice in 2011, at an average price 10% below that of Smirnoff Ice. "We want to acquire between 5% and 10% of market share in the first year of sales of Kadov Ice", says Fontelles.
Cereser plans launching other products under the umbrella of Kadov, which started on the market as a brand of Vodka in 2008. The portfolio of the company already features distillates, such as sugar cane rum, rum, brandy and wine, besides fruit juices. The forecast for this year is that nearly 65 million bottles of beverage leave the plants of Jundiaí and Suape, in Pernambuco, where there are 500 employees working. Today, Cereser, which does not disclose its sales numbers, exports 15% of its production to 40 countries from all continents, except Oceania.