International focus for Australian cider

17 May 2018

JOINT MEDIA RELEASE

Wine Australia  —  Cider Australia

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 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.

Background

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.

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