International focus for Australian cider

Joint Media Release with Cider Australia

17 May 2018
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A $500,000 plan to market Australian craft cider* overseas will be the hot topic of conversation at today’s Cider Australia AGM, preceding the 2018 Cider Industry Conference and CiderFest in Batlow, NSW.  

The Australian Government is investing $500,000 in the craft cider industry to build a brand proposition and marketing strategy aimed at boosting exports, as part of the $50 million Export and Regional Wine Support Package (the $50m Package).

Leading the conversation to develop a brand proposition and shape a go-to-market strategy for Australian craft cider will be Cider Australia President, Sam Reid, and internationally experienced brand strategist, Guy Taylor, engaged by Wine Australia and Cider Australia to develop a strategy that can be leveraged by Australian cider producers.

‘Thanks to the $50m Package, we have a great opportunity to build a strong brand proposition that’s unique to Australia and meaningful in chosen markets’, said Mr Reid.

‘The aim of the funding is to build a coherent brand proposition and go-to-market strategy that reflects the quality of ciders produced and marketed in Australia.

‘Already our work with Wine Australia has given us access to data and learnings on cider markets around the globe’, he said.

Insights from the Australian craft cider industry will be crucial in shaping this work. In the months preceding the AGM, Guy has been reaching out to craft cider producers to get their ideas and opinions on the craft cider industry.

A further step in the $500,000 plan is to develop a ‘toolkit’ to assist producers in understanding prospective export markets and navigating the rules and complexities associated with exporting to those markets. The Australian wine sector has developed an international reputation and exports 61 per cent of its production. The Australian craft cider industry also has the potential to achieve growth through building export markets.


The cider program is being delivered by Wine Australia, which is administering the $50m Package for the wine and cider industries, guided by a work plan subject to agreement from the Australian Government, Cider Australia and other key stakeholders.

Regular updates on the cider program and information on opportunities to contribute will be posted on the Cider Australia website.

*'Australian craft cider' is cider produced in Australia using fresh Australian fruit ingredients.

For media enquiries please contact

Jane Anderson
Executive Officer
Cider Australia
Phone: 0434 559 759

Amelia Harris
Communications Manager, $50m Package
Wine Australia
Phone: 0437 714 571

About Wine Australia

Wine Australia supports a competitive wine sector by investing in research, development and extension (RD&E), growing domestic and international markets, protecting the reputation of Australian wine and administering the Export and Regional Wine Support Package.

Wine Australia is an Australian Commonwealth Government statutory authority, established under the Wine Australia Act 2013, and funded by grape growers and winemakers through levies and user-pays charges and the Australian Government, which provides matching funding for RD&E investments.

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.