Research released this week by VicHealth into the attitudes of Australian cider drinkers has been strongly welcomed by Cider Australia.

The President of Cider Australia, James Kendell said “this analysis reveals some interesting patterns about the way people drink which can only improve the way the industry and government educates consumers about what they’re drinking”.

“That drinkers are turning to cider in droves is fantastic, both for cider producers and Australian apple and pear growers, as long as we are talking about ‘real’ cider made by fermenting the juice of apples and pears”, said Mr Kendell.

“Unfortunately, an absence of labelling requirements in Australia means that you can call anything cider, even a beverage that is effectively an apple or pear flavoured ‘alcopop’”.

Cider Australia cautions against drawing detailed conclusions from any research on cider in Australia without further work to disaggregate the category.

“There are significant differences between traditional ciders and apple flavoured ‘alcopops’ when it comes to health, in particular the sugar content and level of antioxidants”, said Mr Kendell.

Mr Kendell stated that “until consumers are given information about exactly what is in a beverage, analysis on behaviour will have to be taken with a grain of salt”.

“What our producers are finding, and this is evidenced in the VicHealth study, is that consumers do want to know what’s in a drink for all sorts of reasons – obviously for flavour but also health reasons”.

The President also noted that Cider Australia is particularly encouraged that the research reveals regular cider drinkers were more likely to consider ‘taste’ than non-cider drinkers when choosing a beverage, and more likely to follow a healthy and balanced diet.

“This should help us sustain the vast quality improvements seen in Australian produced cider in recent years – last year for instance an Australian producer took out the top prize in the annual Australian Cider Awards for the first time, ahead of 160 local and international entries”, Mr Kendell said.

Cider Australia also noted that the alcohol content of the majority of cider sold in Australia is already 4.5% and below.

For more details please contact James Kendell on 0434 086 081.

For the first time in the history of the Australian Cider Awards, an Australian cider has been named ‘Champion of Show’.

The Hills Cider Company – Pear has taken out the top prize, ahead of more than 160 entries, including a large number from the UK and Europe, that were judged during the two day show held in Orange last week. The Hills Cider Company – Pear also took out the ‘Champion Australian Perry’ award.

Steve Dorman from The Hills Cider Company said, “I greatly appreciate the opportunity to accept this award on behalf of the Hills team, and thank them for all their hard work in achieving such great success. It is an exciting time for cider in Australia with many opportunities ahead of us”.

Small Acres Cyder – The Cat’s Pyjamas was awarded ‘Champion Australian Cider’.

The award winners from the show were celebrated at a gala function held last night at the Sebel Hotel in Surry Hills, attended by over 100 producers from around the country.

James Kendell, who is President of the Cider Australia Association, said that the ‘Champion of Show’ trophy was chosen by the judging panel as it showed pure fruit characters and aromas, interesting complexity and a clean finish.

“It was a fitting winner among a record field of quality entries in the annual event,’’ Mr Kendell said. “Cider has seen unprecedented growth over the last few years and now we are starting to see the industry mature. It is really rewarding to see the improvement in quality of Australian ciders and this was reflected by the significant increase in the number of medals awarded to Australian cider producers this year.’’

US cider expert Gary Awdey, one of the show judges, said he was impressed with the quality on display. “I was most impressed with the quality of the ciders entered and saw some strong correlations to where the US cider scene was only a few years ago. There is every reason to expect that the gap will narrow quickly.

The best Australian ciders compare favourably with the best American ciders.

I look forward to a future of friendly rivalry on the world stage’’ Mr Awdey said.

Mr Kendell said the Australian Cider Festival, being held at the Hotel Steyne in Manly this Saturday and Sunday from 1pm – 6pm, had 25 producers showing
their wares.

“It’s a great opportunity to celebrate the development of this amazing industry with some tastings in the spring sunshine!’’ Mr Kendell said.

List of Finalists for the top awards included;
Class 1 – Weidmann & Groh – Champagnarennette 2011 (Germany).
Class 1 – Red Sails – Dry Cider (Tasmania).
Class 2 – Weidmann & Groh – Trierer Weinapfel 2011 (Germany).
Class 3 – Artisanal de Normandie la Pommeraie – Cidre Doux (France).
Class 4 – Small Acres Cyder – The Cat’s Pyjamas 2011 (New South Wales).
Class 4 – Cornouaille Manoir Kinkiz – Cidre (France).
Class 6 – The Hills Cider Company – Pear (South Australia).
Class 8 – St Ronan’s – Pear Cider (Victoria).

Media Note:
“Champion of Show’ and ‘Champion Australian Perry’ producer The Hills Cider Company along with ‘Champion Australian Cider’ producer Small Acres Cyder will be available, at the Australian Cider Festival at Hotel Steyne for interviews, pictures/overlay vision at 12 noon. For more details please contact James on 0434 086 081.

Preparations for the country’s largest cider festival are in full swing, with more than 1,500 people expected to flock to the Australian Cider Festival this weekend.

Manly’s Hotel Steyne is being transformed into a cider-lover’s paradise for the annual event – a true celebration of the best ciders matched with quality local food and entertainment.

“The weather in Sydney has been absolutely sensational for enjoying a refreshing cider lately, so the timing of the festival couldn’t be better,’’ organiser Rich Coombes said.

“There are ciders from 25 local and international cider brands on offer so there’s great diversity to explore as a festivalgoer and the Hotel Steyne will convert all 24 taps downstairs to cider for the weekend.’’

The two-day cider festival is the culmination of the Australian Cider Awards, which were judged in Orange, with a presentation ceremony to be held this Friday night at the Sebel Hotel, in Surry Hills.

“It’s going to be a relaxed environment all weekend. We think it is an event Sydney-siders will appreciate and continue to embrace given the growing popularity of top-quality ciders and after last year’s success,’’ Mr Coombes said.

Entry to the festival is $35 and includes a program, tasting glass, 10 complimentary tastings, gourmet roll, live music from Triple J unearthed bands Sons of the East and Benjalu, as well as other activities.

A key component of the festival includes a Producers Forum in the Hotel Steyne’s Moonshine Cider and Rum Bar, from 10am – 12 pm on Saturday. The forum will be an interactive session hosted by US expert Gary Awdey, with tickets available at the door for $25.

Media Note:
The festival is open to the media from 1pm to 6pm on Saturday and Sunday. For more details or to arrange previews, with photos/overlay vision and interviews, please call Rich Coombes on 0434 020 653.

Australian Cider Awards: judging to be held October 9th, in Orange, NSW

Australia’s finest ciders will go head-to-head with some of the best product from across the UK, Europe and New Zealand when the Australian Cider Awards are judged next week.

More than 150 cider and perry products have been entered into the awards, with 30% of entries coming from the UK, France, New Zealand, Belgium, Germany and Ireland.

Cider Australia President James Kendell said 14 award categories would be judged by US cider expert Gary Awdey and Australian connoisseurs Max Allen and Neil Cameron, in Orange, NSW, on October 9th.

Mr Kendell said it was pleasing to see a growth in entries from previous years, confirming the fact that the Australian cider industry is enjoying a remarkable and successful growth.

“These awards are growing in stature both nationally and internationally,’’ Mr Kendell said.

“There are some wonderfully and critically-acclaimed entries from around Australia and it will be interesting to see how they compare to products from around the world, especially the European entries, which definitely have a head-start on Australia as far as production experience is concerned.’’

While taste testing the products entered sounds like a dream job, judging for the national awards is a complex process – with all products tasted `blind’.

“Aspects of appearance, aroma and taste are then assessed and scored, with each cider given a score out of 60. A score of 46.5 to 50.5 receives a Bronze Medal, 51 to 55 a Silver medal and 55.5 to 60 a Gold medal.”

“Gold medal winners are judged against each other to decide the “Champion of Show”, “Champion Australian Cider” and “Champion Australian Perry”.

Winners of each category will be announced at an Awards Presentation Dinner, on Friday October 18th at the Sebel Hotel in Surry Hills. Tickets cost $120 and include a five course meal matched with award winning ciders. They’re available via www.cideraustralia.org.au

For more details please contact James Kendell on 0434086081.

Local Cider Industry Celebrates with Australia’s Largest Cider Festival

Sydney will soon host Australia’s largest cider festival in a celebration of the best local & international products.

The Australian Cider Festival, being organised by Cider Australia, will be held at Sydney’s iconic Hotel Steyne in Manly on the weekend of October 19 & 20 and follows the annual Australian Cider Awards.

As the industry enjoys continued growth in popularity, Cider Australia President James Kendell said it was fitting for the organisation to develop the biggest annual festival to celebrate its growing status.

“This event will be the largest of its kind in the country and will give the general public a chance to sample a wide range of quality ciders in one place,’’ Mr Kendell said.

“It will appeal to cider enthusiasts, amateur cider-makers, craft beer and wine enthusiasts and Sydney-siders looking for a fun day out in the Spring sunshine.’’

The event is expected to attract more than 1,500 people and will include dozens of stalls offering local and international ciders, paired with a cider-matched gourmet food menu, as well as introduce a dynamic line up of entertainment, featuring street performances and family friendly activities.

“A key objective of the festival is to increase consumer awareness and education of cider in Australia, so hopefully people get a lot out of it, as well as have a tonne of fun,” Mr Kendell said.

Ged Dore, the Hotel’s General Manager says “The Hotel Steyne is turning the taps to cider, keeping the beer on ice and teaming up with Cider Australia to host a little festival by the seaside”.

Confirmed cider brands appearing at the festival include Apple Thief, Australian Brewery, Batlow Cider, Bilpin Cider, Cheeky Rascal, Flying Brick Cider, Franklin Cider, Hillbilly Cider, Hills Cider, James Squire, Little Creatures, Lobo Cider, Lost Pippin Cider, Lucky Duck, Magners, Monteiths, Napoleone Cider, Old Mout, Sitting Ducks Cider, Small Acres Cyder, Stassen Cider, Sydney Cider, Tilse’s Apple Truck Cider, Westons Cider and Willie Smiths Organic Cider.

The festival follows the Australian Cider Awards on Friday October 18, with a record 140 entries across 14 award categories to be judged by an expert panel including internationally-acclaimed cider expert Gary Awdey from the United States.

For more details and ticket information visit www.cideraustralia.org.au or facebook.com/cideraustralia or email australianciderfestival@gmail.com.

Annual Awards Program Launched by Cider Australia

Entries are now open for the Australian Cider Awards, which will be held in Orange, NSW on Wednesday, October 9.

Cider and perry makers have 14 award categories to choose from, with an expected 150-plus entries to be judged by US cider expert Gary Awdey and Australian connoisseurs Max Allen and Neil Cameron.

Cider Australia president James Kendell said the awards were growing in stature and importance.

“As a growing number of drinkers across the country embrace cider as an alternative to wine and beer, it is important for Cider Australia to recognise the best of the best,’’ Mr Kendell said.

Mr Kendell said it was exciting to have Mr Awdey come to Australia to join the renowned judging panel.

“The Australian cider sector is enjoying remarkable growth and the awards are a great chance for producers – both small and large – to show off their product to an internationally-acclaimed cider expert in Mr Awdey,’’ Mr Kendell said.

“He is president of the US Great Lakes Cider & Perry Association, has been judging cider in international competitions since 2004 and his ciders have taken several notable awards in international competitions in the US, England and Australia.’’

Entries for the Australian Cider Awards close on September 24. For more details and entry forms, please visit www.cideraustralia.org.au or www.cideroz.com.au

Winners of each category will be announced at an Awards Presentation Dinner, on Friday October 18th at the Sebel Hotel in Surry Hills. Tickets cost $120 and include a five course meal matched with award winning ciders. They’re available via the Cider Oz website.

The event will kick-off a weekend of cider celebrations, with Australia’s biggest cider festival being planned for Saturday and Sunday at Sydney’s iconic Hotel Steyne in Manly.

Media Note: For more details, interviews, photos and overlay vision, please contact James Kendell on 0434086081

Cider Australia is the industry body that represents the cider industry in Australia, including growers, producers and manufacturers, with a view to presenting a position on external issues that affect our industry. It is a member based volunteer body established 18 months ago to represent the view point of its members, reflecting the growth of the category.

Cider Australia has significant concerns in relation to the push for change to cider taxation, the Distilled Spirits Industry Council of Australia’s (DSICA) tax proposal would destroy a local industry that is creating jobs in regional communities in the Australian agriculture and manufacturing sector.

The following is a brief summary of Cider Australia’s Policy in respect to Tax on Cider:

Currently, Australian Traditional cider is taxed similar to wine, on its value under the Wine Equalisation Tax (WET) – levied at 29 per cent on traditional cider and wine. The tax is paid on the value of the wine at the last wholesale sale price.

Traditional Cider is essentially a fruit wine fermented from apples. Therefore it is inappropriate to make any distinction between grape based wine and cider. It is for this reason that Cider Australia advocates that cider continues to be taxed under the existing WET provisions. Any attempt to class Cider as an RTD fails to understand the true nature of the product.

Cider Australia Tax Policy is in line with the policy of the Winemakers Federation of Australia. Specifically:

• No overall increase on total revenue from the cider sector.
• Reform of the WET rebate to remove unintended recipients and alleviate unintended consequences of the system that are distorting supply decisions.
• No use of tax or artificial minimum pricing measures as a lever for health reform, as non-price measures better target hazardous consumption.
• Maintenance of the differential tax rates for wine, beer and spirits to reflect the significant differences between cider / wine and other forms of alcohol.

Further, Cider Australia proposes that if any changes are made to the current WET scheme, then Australian produced Traditional Cider should continue to be taxed in line with Australian produced wine. This is the logical position for an industry that mirrors the wine industry from growers, producers and manufacturers through to sales and distribution.

Yours Sincerely

James Kendell

CIDER AUSTRALIA
www.cideraustralia.org.au

Cider Australia is expanding as a result of unprecedented growth in the industry across the country.

The body representing cider producers believes there is a real need to manage this growth and the interests of cider makers and orchardists across Australia.

As a result, it will appoint an inaugural executive officer to ensure the industry is adequately represented.

Cider Australia President James Kendell said the position has been created, with an announcement expected soon.

The new role would assist the volunteer body, which has also undergone an expansion with the election of two new Vice Presidents, Sam Reid, from Willie Smith’s Organic Cidery in Tasmania, along with Sean Prendergast, from Bilpin Cider in NSW.

“Cider now makes up almost 4% of the Australian alcohol market, employing a significant number of people around Australia directly and indirectly. We feel there is a clear need for a body to represent the needs of those in the industry and beyond,’’ Mr Kendell said.

Cider Australia has a number of issues to tackle this year.

Mr Kendell said the key issue was to develop a clear framework for classifying products within the industry, focussing on the raw materials used in production.

The continuation of the Wine Equalisation Tax system, designed to support Australian agricultural producers, was also of paramount importance, he said.

“We believe there needs to be a clearly defined category structure to ensure those producers who support Australian agriculture and Australian orchards are in-turn supported by a fair tax system,’’ he said.

Cider Australia Board:

President – James Kendell
Vice-president – Sean Prendergast
Vice-president – Sam Reid
Treasurer – Neal Cameron
Secretary – David Pickering
Marketing & Events – Richard Coombes
Executive Officer – tbc

For all media enquiries please contact: James Kendell 02 6365 2286 or 0434 086 081

A push to tax small cider producers in the same way as international liquor giants would decimate small apple-farming communities in regional Tasmania.

Cider Australia is demanding the Federal Government maintain a fair taxation system that will support Australian primary producers in line with the wine industry.

The Distilled Spirits Council of Australia, made up of foreign heavyweights including Bacardi, Diageo and Jim Beam, is pushing the Federal Government to change the way cider is taxed from the Wine Equalisation Tax to a volumetric tax the same as RTDs.

DSIC argues that the change would boost the Federal Government’s Budget by $89 million dollars a year.

“What they don’t say is how much damage this would do to small communities across the country,’’ Cider Australia President James Kendall said.

More than 30 direct Tasmanian jobs would be in jeopardy and apple farmers would lose major contracts to sell their fruit locally if the Federal Government bows to this bullying.

“DSICA is a bunch of faceless men who have the money and power to lobby politicians in Canberra. Cider Australia is a volunteer organization,’’ Mr Kendall said.

“Cider supports agriculture and regional farming communities. The main ingredient in cider is apples and the ability for apple growers to sell the apples which are unable to be sold to the supermarkets for juice provides an important income stream and enables existing apple and pear orchards to be sustainable.

“The growth in cider is helping some of these communities which have been doing it tough for a number of years with the high Australian dollar cutting off exports and the opening up to the Australian market to New Zealand apples.’’

Mr Kendall said there was already provision under the current legislation for flavoured or coloured beverages – such as Rekorderlig and Strongbow – to be taxed as an RTD. It is Cider Australia’s understanding that those companies making flavoured or coloured ciders are paying the correct RTD tax for those products.

“This push to implement a new system on small producers, who are using local products, employing local people and boosting local economies, is nothing but bullying,’’ Mr Kendall said.

Willie Smith’s Organic Cider owner Sam Reid, the new Cider Australia Vice President, said if the tax was altered in this May’s Federal Budget, it would put in jeopardy his million dollar expansion plans, which include a new apple industry history museum in the Huon Valley.

“The Federal Government needs to look past the short-term financial benefits being espoused by DSIC in favour of supporting and building upon strong, regional communities who are trying innovative, new things,’’ Mr Reid said.

“Building a strong manufacturing base and supporting regional communities is critical to the future of Australia and the Australian culture’’.

For more details please contact James Kendall or Sam Reid on 0434 734 797.