virginia cider: a marketing success story
DESCRIPTION
Virginia Cider: A Marketing Success Story. By: Annette Boyd Director Virginia Wine Board Marketing Office. Virginia Apples. Fastest growing segment of alcohol industry 60% industry growth in 2013 Growth driven by Macro Cider (Woodchuck, Krispen , Angry Orchard) owned by beer producers - PowerPoint PPT PresentationTRANSCRIPT
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