Thirty UK cider and perry makers have launched a new campaign to encourage the British public to explore the world of cider. Local cider makers taking part include Once Upon a Tree, Tom Oliver, Weston’s, Little Pomona, Newton Court, Pearson’s, Butford Organics and Ross on Wye Cider and Perry.
The cider makers are uniting around three common themes: diversity – of both style and occasion, community – whether it’s cider’s rich heritage or orchards for the people, and sustainability – cider’s impeccably green credentials.
Over the next months, you are being invited to Discover Cider, with a chance to win mixed cases of cider by sharing your own cider stories.
There will be opportunities to visit producers and to meet the makers via a programme of events and tastings, virtual and otherwise, including the Cider Critic whose “virtual” tastings of products from a range of cider makers is available on the website.
There are links to local cider makers’ websites where you can order cider for delivery and discover even more about each producer.
Simon Day, production manager for Once Upon A Tree ciders says, “I have seen the need for a co-operative approach to cider marketing for a number of years, however several attempts to get something working have stalled for one reason or another, but mainly because there are just too few hours in the day.”
“Lockdown has provided the urgency among cider producers to come together to advance some form of co-operative marketing group, and the time to make things happen. Gabe Cook (renowned industry expert aka the Ciderologist) steered a growing number of progressive producers to come together and discuss the needs of cider makers generally, and in these challenging times of Coronavirus specifically.”
“Some cider makers have seen sales reduce by 80% over lockdown, as their route to market was blocked (pubs, restaurants and events) and the recovery, although happening, is slow and sales are still significantly lower than normal. We have seen redundancies and closures in the industry, with the smaller scale producer hardest hit. Something had to happen to help raise cider’s profile, to protect jobs, and to help protect our dwindling orchard landscape.”
“By working together, and with Gabe Cook at the helm, the hope is that we are able to amplify our key messages that we all share as producers: To introduce our ciders to new consumers and show off the variety of cider that is available; highlight our environmentally sustainable credentials and share our cider stories.”
“Early results are encouraging, with a number of online events and conversations happening and will continue to build over the remaining 9 weeks of the campaign. Our hope is this will lead to increasing demand with existing retailers and introducing exciting cider ranges to brand new stockists, particularly outside our usual “cider bubble”.
“I believe there will be a lasting legacy to our current activity, and #DiscoverCider will continue as a hashtag and website for some years to come, and most excitingly this will open the door to new collaborative approaches to help all British cidermakers in the future.”
You can find out more at www.discovercider.com and via its Twitter, Instagram and Facebook accounts.
Do help an important local industry if you can!
