The Australian craft1 cider industry will today launch its ‘100% Australian grown’ trust mark and brand proposition, as part of a $500,000 investment to market craft cider overseas.
Supported by the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package), the $500,000 investment has seen Wine Australia partner with Cider Australia and consultant Guy Taylor to develop a marketing strategy that is unique to Australia and meaningful in chosen export markets.
After months of industry consultation, Cider Australia will launch the trust mark and brand proposition today in conjunction with the Australian Cider Forum and the eighth annual Australian Cider Awards in Sydney.
Cider Australia President and craft cider producer Sam Reid said, ‘I’m incredibly proud that we are the first country to develop a cider trust mark.
‘Authenticity is very important to our industry. The trust mark will help consumers to recognise what makes Australian craft ciders unique – a premium beverage made with 100% Australian grown apples or pears.
‘This initiative also aims to drive significant growth for the Australian craft cider community, raising its profile both domestically and internationally’, he said.
The trust mark and brand proposition are part of a broader strategy to market the Australian craft cider category overseas and establish export markets for local brands. Consumers will start to see the trust mark on eligible craft ciders in retail outlets from November this year and it will be rolled out more widely over summer.
The next phase of the $500,000 investment is to develop a go-to-market (GTM) strategy that craft cider producers can leverage to maximise impact in chosen markets, along with an easy-to-access toolkit of export analysis, brand and GTM collateral.
More information about the plan to market Australian craft cider overseas is available at: https://www.wineaustralia.com/whats-happening/export-and-regional-wine-support-package/cider
1. ‘Australian craft cider’ is cider produced in Australia using 100% Australian grown fruit.