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

Virginia Cider: A Marketing Success Story

By: Annette BoydDirector

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 2nd

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