Virginia Cider: A Marketing Success Story

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

2. Virginia Apples

3. 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 US Cider Growth

4. A few facts…

5. 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 Virginia Cider

6. 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

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

12. 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

13. 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

14. 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

15. Blue Bee Cider

16. Foggy Ridge Cider

17. Albemarle Ciderworks

18. VA Cider Association