Australian craft cider industry launches world first trust mark

24 Sep 2018

A new way to identify ciders made with 100% Australian grown fruit

Cider Australia will launch a world first trust mark for craft ciders on October 5 to educate consumers about the quality and origin of ingredients, and help them make more informed choices when buying cider. Current labelling laws make it difficult to identify from where fruit in a cider has been sourced. Less than 15 per cent of Australia’s cider market comprises craft ciders made with 100% Australian grown fruit.

“I’m incredibly proud that we are the first country to develop a cider trust mark,” commented Sam Reid, Cider Australia president and craft cider producer. “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.”

Supporting local fruit growers and craft cider producers, the launch of the trust mark is part of a larger campaign to build a sustainable cider industry in Australia and establish an export market for local brands. Cider Australia has been working with Wine Australia to develop the trust mark and brand proposition after receiving a $500,000 boost from the Australian Government’s $50 million Export and Regional Wine Support Package to market and grow Australian craft cider internationally.

“This is the single biggest investment the Australian cider industry has received from any government. The trust mark forms part of a broader strategy to elevate the craft cider category, lift competition and grow exports to allow greater investment in innovation,” added Mr Reid.

The trust mark also raises awareness among consumers that they are supporting Australian fruit growers, boosting Australian jobs in the craft cider making industry and helping regional communities in the process. Cider Australia estimates that approximately 30 per cent of drinkers will choose to drink a premium cider made with 100 per cent Australian-grown fruit if they have the choice and can identify these ciders.

The trust mark will only be available to Cider Australia members to ensure the cider produced meets an industry standard, while providing complete integrity within the market. Consumers will start to see the trust mark on eligible craft ciders in retail outlets starting from November this year, rolling out more widely over summer.

The trust mark design will be officially launched in Sydney on Friday, October 5, in conjunction with the Australian Cider Forum and Australian Cider Awards gala dinner.

www.cideraustralia.org.au

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About Cider Australia

Cider Australia is an independent, not-for-profit organisation funded by cider businesses and sponsors, established in 2012. It aims to build a sustainable cider category by undertaking activities that improve the quality of ciders produced and marketed in Australia. The organisation represents the interests of the cider industry to policy makers, calling for regulations and policies that support a diverse and evolving cider industry.

MEDIA ENQUIRIES

To interview Cider Australia spokespeople and other industry representatives, please contact:
Adrienne Pearson or Simone Esamie, Write Away Communication + Events
Ph: 02 9978 1400, Email: adrienne_pearson@writeaway.com.au  simone@writeaway.com.au

Did you know?

Country of Origin Labelling

Cider is a fruit wine made from fermented juice, in this case the juice of apples and pears. The origin of the juice in cider is an important consideration for many consumers, and Cider Australia believes that labels on cider should identify the country of origin of the juice.

The Federal Government introduced a new Country of Origin Labelling system in 2016. Cider, as an alcoholic beverage, is classed as a non-priority food under the new rules. Non-priority foods must include a country of origin claim on labels. As a ‘substantially transformed’ product, the country of origin statement for cider must relate to where the product was ‘made’ (fermented), rather than where the ingredients were ‘grown’. As a result, cider labels do not need to identify the origin of the juice.

Definition of cider

There is no minimum juice content in products labelled as cider in Australia. This is in stark contrast to the rules in other key cider producing countries, such as the UK – which has a 35% minimum juice requirement, and the United States – where cider must contain at least 50% juice.

Cider Australia advocates for reform of the definition of cider and perry in the Australia New Zealand Food Standards Code to ensure what is stated on the label aligns with consumer expectations, and the product composition requirements in comparable international markets such as the UK and United States.

Cider Australia believes that a product should not be labelled as cider or perry if it contains:

• less than 50% by weight of apple and/or pear juice, and/or
• alcohol specifically to increase ‘alcohol by volume’ (to ensure ready-to-drink style beverages are not called cider).