$500k plan to market Australian craft cider overseas

26 Mar 2018

Australian craft* cider producers are being invited to contribute to a $500,000 plan to build overseas markets for craft cider.

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

Cider Australia has engaged internationally experienced brand strategist, Guy Taylor, to develop a brand proposition to market ‘Australian craft cider’ internationally that can be leveraged by Australian cider producers.

Guy worked with Blundstones to take them to the forefront of the global workwear movement, co-created the ‘Who is James Boag?’ campaign and in the travel sector, lead Tourism Tasmania’s brand evolution in 2013.

The aim of the funding to take craft cider businesses to the next level by building knowledge of potential export markets and developing improved understanding for accessing these markets.

Insights from the Australian craft cider industry are crucial in shaping this work. Guy will be reaching out to craft cider producers in the coming months to get their ideas and opinions on the craft cider industry.

A further step will be to develop a Go-To-Market strategy and a ‘toolkit’ to assist producers to understand prospective export markets and navigate 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.

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

The program will be delivered by Wine Australia, which is administering the Export and Regional Wine Support 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.

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