A new industry-wide report by Westons Cider describes industry opportunities, challenges and drivers, based on new consumer research and data.
While it focuses on providing on-premise accounts with insights and tips to help them increase cider sales, the substantial amount of research makes insightful reading for cider producers as well.
The trend toward crowdfunding cideries continues.
1) In the UK, Tutts Clump Cider is raising raise £200,000 to upgrade equipment and expand beyond its current 120 accounts.
2) In the USA, Hawaii Cider Company is seeking to raise $100,000 to start up the state's first cidery explaining that “More than half of the fruit grown in Hawai'i falls to the ground and never makes it to market. Meanwhile, the US demand for cider has tripled in the last 4 years and 100% of the cider consumed in Hawai'i is imported.
3) Also in the USA, Sonoma Cider has been the poster child for cider makers whose crowd-funded capital has led to hyper-growth. As of mid-2015, they've raised $4,000,000 via CircleUp.
But perhaps the bigger story about the trend is a new funding platform called True Craft.
True Craft is Greg Koch’s answer to “market forces that are beginning their march to recompress the beer industry” described in past issues of the Cider Cellars Report as the coming distribution squeeze in the US beer market.
The new True Craft platform, which has reportedly received an initial $100 million in funding, "is about setting up a consortium so we can not just survive, but continue to thrive in a world in which craft is being co-opted by Big Beer."