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
019: Neil MacDonald | Orchard Park Farms, UK [not-audio_url] [/not-audio_url]

Duration: 50:10
Neil MacDonald is a self described "man of the soil". He co-launched Orchard Pig Cider in 2004. His specialty is apple growing and the primary process of the cidermaking at Orchard Pig Cider. This recording was taped wit…
018: Darlene Hayes | Cider Cocktails, California [not-audio_url] [/not-audio_url]

Duration: 55:55
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017: Got Juice? | Apple Juice Supplier, US to UK [not-audio_url] [/not-audio_url]

Duration: 54:30
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016: John Bunker | Super Chilly Farm, Maine [not-audio_url] [/not-audio_url]

Duration: 48:41
John Bunker "Friend of Apples" John Bunker in this chat helps to trace the lineage in the US between cider apples and cidermakers. If you ever doubted whether you are on the right track with your cidermaking skills, Have…
015: Chris Jackson | FreedomFarmTV, Georgia [not-audio_url] [/not-audio_url]

Duration: 48:05
At Freedom Farm, cider is on! Chris Jackson who is new to cidermaking has an enthusiasm for fermenting that is contagious. At the Farm his family is working towards sustainability and he is blogging about it all, via his…
014: Joe Getz | Kurant Cider, Pennsylvania [not-audio_url] [/not-audio_url]

Duration: 55:18
Kurant Cider co-owner and head cidermaker, Joe Getz's business is expanding, just after one year into producing cider commercially in the eastern region of Pennsylvania outside of Philadelphia. Besides making cider at Ku…
013: Ryal Schallenberger | Northwest Mobile Juicing, Montana [not-audio_url] [/not-audio_url]

Duration: 59:16
Mechanical engineer and entrepreneur Ryal Schallenberger is helping cidermakers throughout the northwest by providing a mobile juicing service. He drives truck and trailer right in to the orchard and in 30-minutes is rea…
012: Randall Grahm | Bonny Doon Vineyard, California [not-audio_url] [/not-audio_url]

Duration: 52:05
Who is Randall Grahm Randall Grahm has been rocking the world of winemaking for over 30 years. He began commercially selling wine under the Bonny Doon Vineyard label in 1983 when he opened the winery's tasting room in th…
011: Cider in a Kvervi at Castle Hill Cider | Virginia [not-audio_url] [/not-audio_url]

Duration: 35:42
Wooden barrels are so 2014. What is old is new again as Castle Hill Cider has brought to the states an ancient fermenting vessel that was used for over 7000 years. Qvevri or Kvevri, as it is called on this Virginia estat…
010: Margot Sanderse |Het Ciderhuis, Utrecht NL [not-audio_url] [/not-audio_url]

Duration: 38:48
Utrecht cider importer Margot Sanderse brings in ciders from the UK and Wales via her mobile bar and online shop Het Ciderhuis. She is an entrepreneur who is touting cider to the Dutch and slowly helping transform their…