Wednesday, 29 January 2020
CiderCon taking place in Oakland California from the 28th to the 31st of January
- Irish craft cider producers are seeking new export and growth opportunities in the US
- Cider exports to the US worth €3.69 million in 2018
CiderCon 2020 is taking place from the 28th to the 31st of January and Irish producers have dubbed the event The Cider Olympics, as they will be competing for the interest of key distributors against an array of producers from other countries including the UK, France, Canada and South Korea.
The craft cider movement is growing very quickly in the United States, with smaller producers delivering small and customised orders to local distributors. The factors behind the rise of the craft cider sector are generally the same as they were for the craft beer sector, predominantly the growing consumer demand for news flavours, variety, authenticity and experiences.
The US remains the key market for Irish beverage exports, accounting for overall 40% of exports in 2019 to a value of €676m, according to Bord Bia. However, exports from the Irish cider industry to the US remain relatively low, compared to other sectors within Ireland’s drinks industry like Irish whiskey and Irish cream liqueur.
In 2018, they were valued at €3.69 million. By way of comparison, exports of Irish beer to the US were worth €52 million in 2018.
With an array of Irish craft cider producers on the market, there is now a huge opportunity to tap into the growing taste for craft in the US.
Irish producers that will attend include Cork’s Stonewell Cider, Waterford’s Legacy Irish Cider, Meath’s The Cider Mill, Tipperary’s Longways and Carlow’s Falling Apple and Craigies Ciders.
In volume terms, cider was only valued at close to 1% of the American beer market in 2019. This represents a huge opportunity for Irish producers, given the sheer size of the market compared to the Irish market.
Seamus O’Hara from Carlow Brewing Company which makes Falling Apple Cider and Craigies Cider and is at the event said:
“The US cider market is completely different to Ireland, in that there is both alcoholic and non-alcoholic ciders. There is also a growing appetite for craft ciders and consumers are very open to different tastes and types of cider. I’ve seen everything from chilli cider to more traditional dry ciders doing really well in the US market. We’re looking forward to showing what Ireland has to offer.”
Jonathan McDade, Head of Drinks Ireland|Cider said:
“Given the growing taste for Irish drinks abroad, driven by authenticity, heritage and great tasting products, there is scope for Irish cider to make a splash in the US market. Currently Irish cider producers focus predominantly in the domestic and UK markets. The latest Bord Bia export report found that 2019 brought a strong performance in the core UK market, following a challenging 2018. Good summer weather in Britain helped to lift consumption by an estimated 11%. It’s great to see craft producers exploring new opportunities in the US.”