Growing Cider Exports program
Cider producers interested in opportunities and strategies to enter export markets were offered new tools and insights at the inaugural Growing Cider Exports program. The series assisted attendees to explore distribution networks, assess their export readiness and understand the regulatory environment of their target markets.
Wine Australia partnered with Hydra Consulting to deliver the ‘Growing Cider Exports’ program as part of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package).
The online workshops were practical and included strategies to pitch your brand and apply the trust mark and brand proposition in market. The program was delivered in 4 x 90 minute modules, and covered the following topics:
- Module 1: Intent, brand pitching and the trust mark
- Module 2: Financial modelling for export
- Module 3: Distribution and activation, export readiness and the regulatory environment
- Module 4: Chinese cultural awareness
The first round of training was successfully delivered from 21 to 24 July 2020.
The program was heavily subsidised by the $50m Package with the total cost of the program $55 incl. GST.
If you are a cider producer interested in registering for the second round of training, contact Cider Australia at email@example.com or Wine Australia at firstname.lastname@example.org.
For further information, contact Cider Australia at email@example.com or Wine Australia at firstname.lastname@example.org.
The Australian Cider Guide
The Australian craft cider industry has launched The Australian Cider Guide.
Supported by the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package), the guide is designed to educate consumers and drinks trade professionals on the flavours, styles, varieties and regions that make Australian craft cider unique.
Authored by wine and drinks journalist Max Allen, the Australian Cider Guide is available in English, Simplified Chinese and Japanese versions, as part of a broader marketing strategy to target key export markets.
Download a copy
If you would like to obtain a copy in Japanese or Simplified Chinese, please email email@example.com
‘100% Australian Grown’
Cider Australia’s ‘100% Australian Grown’ trust mark and brand proposition are part of a broader strategy to market Australian craft cider overseas and establish export markets for local brands.
The strategy is supported by a $500,000 investment through the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package).
Since its launch in October 2018, the trust mark has become increasingly present in retail stores, as Cider Australia members receive certification to apply the mark on their packaging.
Those interested in using the trust mark can contact Cider Australia at firstname.lastname@example.org
See the impact of the investment
Download our quarterly update of progress towards headline key performance indicators. Download the infographic
The go-to-market strategy
A go-to-market strategy and a ‘toolkit’ for cider producers are currently being developed to assist producers in understanding prospective export markets and navigating the rules and complexities associated with exporting to those markets.
Initial market analysis has been completed and Cider Australia has decided to focus on the China, Japan, UK and USA markets. Data analyst firm IWSR has been engaged to undertake detailed in-market analysis for these countries, covering market data, consumer demographics, routes to market, sales channels, trends, taxes and regulations.
A cider export market guide will be produced for each country, supported by a market-specific application guide for the brand proposition. Once finalised, these guides will be available to Cider Australia members via the Cider Australia website.
Regular updates on the cider program and information on opportunities to contribute will be posted on the Cider Australia website.
8 November 2019 – Cider exports and tourism in focus at Australian Cider Forum
5 October 2018 – Australian craft cider makes its mark with 100% Australian grown
26 March 2018 – $500k plan to market Australian craft cider overseas
17 May 2018 – International focus for Australian cider
More information will be made available in the coming months. In the meantime, subscribe to keep up to date on the latest $50m Package news.
 Australian craft cider’ is cider produced in Australia using 100% Australian grown fruit.