While Cider is gaining popularity in the USA (dollar sales of craft ciders were up 39% last year), it still has a long way to go.
Based on a web poll conducted by Boston Beer Company’s Angry Orchard cider brand, 37 percent of adults ages 25-49 are unable to name a cider brand. Of those who named a brand, 9.3 percent named Angry Orchard; 6.9% named Mike’s Hard Lemonade, which is a flavored malt beverage and not a cider; 6.1% named Redd’s Apple Ale, which is also not a cider.
Sweet alco-pops may dominate mindshare in America, but once you taste a #propercider you can't let it go. Cider’s share at US bars and restaurants is 1.3% the size of beer’s share vs. 8.6% in the UK, with lots of room to grow as consumers become familiar with cider brands.
There is very little cider fruit being grown in the U.S. compared to demand. With the relative shortage of cider fruit in the industry, U.S. cider makers are using dessert fruit, concentrates or imports to supplement their production. We're even seeing the emergence of interesting business models to help alleviate the shortages, such as this Cider Auction modeled loosely on the Hop Exchange developed to cope with craft beer brewers' ingredient squeezes.