Virginia Cider: A Marketing Success Story By: Annette Boyd Director Virginia Wine Board Marketing Office

Virginia Apples

US Cider Growth Fastest growing segment of alcohol industry 60% industry growth in 2013 Growth driven by Macro Cider (Woodchuck, Krispen, Angry Orchard) owned by beer producers Artisan, farm based cider, also growing rapidly

A few facts…

Virginia Cider Foggy Ridge Cider—2005 Albemarle Ciderworks—2007 Currently 8 farm wineries focusing full time on producing cider Total case production: 300,000 3 additional cider producers in planning phase

VA Cider Marketing VA Cider—a collaborative community VA Cider + VA Wine CiderWeekVA—modeled on CiderWeekNY Distribution outside VA VA Cider Association *Source: The Nielsen Company, 2010

CiderWeekVA Modeled after CiderWeekNY Only Governor proclaimed cider celebration Week before Thanksgiving Focused, professional production

VA Wine Marketing Support Advice on marketing direction Matching grant to CiderWeekVA’s first year Mailing list & media support Funded 2013 Trade Tasting 2014—social media support, potential 2 nd matching grant

CiderWeekVA Results 80 events in 50 cities statewide Over 40 articles including Washington Post, Southern Living, Wine Enthusiast Successful trade and consumer events Sponsorship from Whole Foods, 3 DMOs, several retailers and restaurants

The Tourism Story Like Virginia Wine, VA Cider has a strong link to state tourism Six of the 8 cider producers have on site tasting rooms Many are active in VA Wine Trails and Tourism initiatives

Blue Bee Cider

Foggy Ridge Cider

Albemarle Ciderworks

VA Cider Association