275: Cider Brand Strategy

275: Cider Brand Strategy

Author: Ria Windcaller: Award-winning Cidermaker, Podcaster | Craft Beer Columnist June 2, 2021 Duration: 37:19

Listen to Part 1 of this 4-part series by going to episode 274: Cider's Audience.

Brand Strategy for Cider

Brand Strategy has the same goal no matter what you are selling. In short it is to get your product or services out in front in the market place.

The key is to have a strategy before you hang the "open for business" sign.

This episode is Part 2 of a four part series from the panel discussion titled Bring the Bellies to the Bar as presented at CraftCon 2021. This virtual conference was hosted by the Three Counties Perry and Cider Association took place in April 2021. Ticket holders to this conference can view the entire conference on line.

Bringing the Bellies to the Bar main slide

For this panel, I (Ria) moderated and spoke with fellow panelist

Cath Potter who hails from Manchester, which is North of London. I know Cath best for her enthusiastic good cheer for cider. She is a certified Pommelier and also a member of the UK group called Cider Women.

Adam Wells who is a writer and co editor with Cider Review, Graftwood and contributes to Full Juice and Distilled Spirits.

Nicky Kong, the owner of The Cat in The Glass – which is an online bottle shop selling – of course cider!

Bring the Bellies to the Bar - panelist

The 4 parts of this series

  1. Audience
  2. Strategy - this episode
  3. Content
  4. Getting into the Spotlight

In the next two episodes (276 & 277) we will discuss: Content & Getting into the Spotlight.

Mentions in this Episode

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Find this episode and all episodes at the page for Cider Chat's podcasts.


There’s a whole world in a glass of cider, and Cider Chat is your invitation to explore it. Hosted by award-winning cidermaker and writer Ria Windcaller, this podcast travels far beyond the bottle to meet the people who make the global cider culture so vibrant. Each conversation is a journey-you might find yourself in a heritage orchard learning the history of forgotten apple varieties, in a bustling taproom with an importer explaining regional traditions, or in a kitchen with a chef pairing cider with unexpected foods. The discussions get into the delightful nuances, too, whether that’s the semantics of what we even call this drink or how the concept of terroir translates from soil to sip. It’s not just about production; it’s about the community, the travel, and the stories that fermentation unlocks. This is for anyone curious about the craft, history, and sheer enjoyment of fermented apple juice in all its forms. So, pour a glass and settle in for a series that feels like a wide-ranging, informative, and genuinely good-humored chat with friends who happen to be obsessed with cider. You’ll come away with a deeper appreciation for every effervescent, tart, or sweet sip, hearing directly from the growers, makers, and enthusiasts who are shaping this drink’s exciting present and future.
Author: Language: English Episodes: 501

Cider Chat
Podcast Episodes
029: At The Hop | Oliver's Cider and Perry, UK [not-audio_url] [/not-audio_url]

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027: Aaron Anderson | Austin Eastciders, Texas [not-audio_url] [/not-audio_url]

Duration: 37:14
Austin Eastciders is helping to make Austin Texas a cider mecca in a land where the apple root faces harsh growing conditions. Aaron Anderson is the R&D Coordinator at this growing cidery. He sat down for a chat with me…
026: Neil Worley | Worleys Cider, UK [not-audio_url] [/not-audio_url]

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Keeving Made Simple, but oh so Dandy at Worleys Cider Neil Worley's makes cider in the area of Great Britain called Somerset. Climb the high hill at the farm and your can see the Bristol Channel. It is a remote location…
025: Jim Wallace | Cider Pairing with a Cheese Maker [not-audio_url] [/not-audio_url]

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024: Leonard Koningswijk | Bear Cider, Netherlands [not-audio_url] [/not-audio_url]

Duration: 39:29
Leonard Koningswijk owner/cidermaker of Bear Cider in the Netherlands is turning his country towards cider one palate at a time. The idea was sprouted at his family home in the rural village of Beerze on the border of Ge…
023: Alec Steinmetz | Buskey Cider, Virginia [not-audio_url] [/not-audio_url]

Duration: 50:04
Alec Steinmetz, Will Correll and Matthew Meyer are sharing their story of starting an urban cidery. This is Part 1 of what will be an ongoing story of the start-up Buskey Cider of Richmond, Virginia. The cidermaking tank…
022: Gregory Hall | Virtue Cider, Michigan [not-audio_url] [/not-audio_url]

Duration: 51:17
Getting to cider for Gregory Hall, was one part luck and a whole lot of beer. When his father John Hall founded the Chicago based Goose Island Brewery in 1988, it took only 3 years before Greg was at the helm of brewing.…
021: Bill Bradshaw | Bill Bradshaw Photography, UK [not-audio_url] [/not-audio_url]

Duration: 1:01:21
Bill Bradshaw is a photographer, an author of three cider books and consider by many to be a Cider Ambassador for UK ciders. I met with Bill at the United States Association of Cider Makers annual conference in Portland…
020: Curtis Sherrer | Millstone Cellars, Maryland [not-audio_url] [/not-audio_url]

Duration: 1:00:58
Curtis Sherrer is barreling aging single variety apples at Millstone Cellars. An old grist mill dating back to the 1850s houses the Tasting Room. "We will have 50 barrels and then settle on 15 to pick from to blend for t…