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Virginia Cider: A Marketing Success Story
By: Annette BoydDirector
Virginia Wine Board Marketing Office
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Virginia Apples
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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
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A few facts…
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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
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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
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CiderWeekVA
• Modeled after CiderWeekNY• Only Governor proclaimed cider celebration • Week before Thanksgiving• Focused, professional production
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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
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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
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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
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Blue Bee Cider
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Foggy Ridge Cider
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Albemarle Ciderworks
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VA Cider Association
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