Register your interest in exhibiting at an in-market Cider Australia event   

Craft cider producers who are looking to market their brands overseas are invited to register their interest for an in-market Cider Australia event in 2020.

The event would be an opportunity to launch the ‘100% Australian Grown’ trust mark and brand proposition, which were developed as part of a $500,000 investment from the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) to market and grow Australian craft cider internationally.

By launching the trust mark in market, cider producers would be educating distributors and importers about the quality and origin of Australian craft cider ingredients and raising the profile of the category as a premium product.   

Event concept

• The event would be part of a larger campaign to build a sustainable cider industry in Australia and establish an export market for local brands.
• Wine Australia would invest $50m Package funds in the event to subsidise the user pays element.
• Costs to exhibitors would include participation fees (approx. $3,000–$3,500, plus shipping costs and travel, accommodation and daily expenses).
• A May/June 2020 timeframe would be preferable, given the $50m Package ends June 2020.
• In selecting the event location, consideration would be given to Cider Australia’s target markets (i.e. China, Japan, UK and USA) and opportunities to leverage other events.
• An event format that enables cider tastings and networking would be ideal.
• The target audience would be distributors and importers in market.
• Export-readiness training would be offered to participating cider producers prior to the event (and would be covered by the participation fee). The training would include guidance on how to apply the brand proposition and trust mark in the chosen market.

Cider producer participation

Participating cider producers would need to:

• register their trade mark in the relevant market
• be currently exporting or looking to establish export markets for their brand(s)
• have product available for shipment in early 2020 (end of January approx.), and
• consent to Wine Australia and Cider Australia managing communication, development and execution of all marketing activity associated with the event.

Please register your interest via email (office@cideraustralia.org.au) by Friday 20 December 2019.

For more information about the trust mark and brand proposition, visit https://www.cideraustralia.org.au/backtoearth 

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.

Cider producers from across Australia will gather in Melbourne this weekend to salute the winners of Australia’s largest and most prestigious cider show.

Industry peak body Cider Australia will host the 2017 Australian Cider Awards Dinner on Friday night at The Craft & Co in Collingwood.

Cider Australia President Sam Reid said the organisation is proud of its achievements over the past year and thankful to finally have clarity on its future and where it needs to focus its efforts.

“The sheer weight of activity in the cider sector is inspiring – Cider Australia is working with Wine Australia and the Winemakers’ Federation of Australia on the recently announced cider program under the Export and Regional Wine Support Package to accelerate cider export capabilities, and with levy body Horticulture Innovation Australia to implement a 100% Australian juice certification scheme for cider”, said Mr Reid.

“In addition, we feel we have now really landed the message with stakeholders at all levels of Government of the benefits that are gained by regional communities around Australia when consumers choose ciders made from Australian grown fruit”.

“We have taken the opportunity to postpone our annual cider festival this year and will instead convene a much needed Cider Industry Forum on Saturday 28th October.”

The Cider Industry Forum, to be held at The Malthouse Theatre in Southbank, is a full day of industry development activities aimed at continuing to step-change the quality of ciders produced in Australia.

“The Forum will conclude with the inaugural Australian Cider Awards Exhibitor Tasting, and event that allows entrants to the Awards to taste up to 250 ciders and learn and will help to improve the quality of ciders produced locally”, Mr Reid said.

 

The Full Program for the Cider Industry Forum is below.

For further information and media queries contact Cider Australia executive officer Jane Anderson at office@cideraustralia.org.au or 0434 559 759.

 

Cider Australia’s Cider Industry Forum
Saturday 28th October 2017
The Malthouse Theatre, Southbank VIC

Full Program

9.15am	Welcome and introduction
9.30am	General Meeting of Cider Australia (Cider Australia Members only) – General business
10.10am	Morning tea
10.40am	– Export and Regional Wine Support Package update
11.00am	– Cider R&D
11.20am	– WET reform update – Australian Taxation Office
12pm	Lunch
1pm	Cider Producers Forum – Quality assurance in cider: Product stability and sterility
2.30pm	Australian Cider Awards Exhibitor Tasting (Awards entrants only)
4pm	Close

 

RSVPs essential – contact office@cideraustralia.org.au