Archive for April 2023
Resource Hub Now Available to ACA Members
The American Cider Association is pleased to announce the launch of a new digital Resource Hub. This resource hub is exclusively for ACA members and is filled with items useful for cider businesses of all sizes. There are several categories available to help members locate the resources they need. These categories include:
- Compliance & Taxes
- Market Data
- Marketing
- Making Cider
- Human Resources
- Sales
- Business
- Cider Pairing & Evaluation
- Apple Growing
The resource hub already includes a wealth of information and ACA staff will be continuing to add already created resources in the near future. In addition, members can expect a quarterly release of new resources and will be notified via email when these updates occur.
The resource hub also features a contact us button so that members can reach out to the ACA with suggestions for new resources they think would be helpful to them and fellow members.
You must be an active ACA member to access the Resource Hub. Click here to learn more about becoming a member today. Need to renew your membership? Login here to renew.
A Few Tips for Getting the Most Out of Cider Market Data
We’re excited by the prospect of being able to provide both on-premises and off-premises syndicated data through our partnership with CGA & Nielsen IQ. With access to this data being a newer feature of ACA membership, we thought it prudent to go over a few concepts related to on and off-prem syndicated data.
Both on and off-prem sales statistics are measured using similar metrics including both dollars of cider sold and volume of cider sold. It’s important to remember that syndicated sales data such as this measures transactions from the retailer sold to the customer, not from the producer sold to the wholesaler or the wholesaler sold to the retailer. This data is always extrapolated from a smaller sample size to represent the larger market, so often the data is not an exact metric, but rather a gauge on overall trends.
In on-prem, this data represents sales from customers buying cider from bars, restaurants and venues. In the off-prem this data represents sales from customers buying cider at grocery stores, convenience stores and liquor stores. At first glance, the on-prem dollar sales are larger than off-prem sales for the trailing 52 weeks leading us to believe that the on-premises is where the majority of cider revenue is coming from. However, on-prem retailers sell our ciders at a very different price per gallon to their customers than do grocery stores. If you compare the volume of cider sold through on and off-prem, you can see that off-prem sells more than twice the volume as on-prem. Both on and off-prem data measures the volume of cider sold in Case Equivalents (24x12oz or 288oz). Syndicated data uses these case equivalents so that we can more easily compare volumes of cider sold regardless of whether sold in a keg or a can.
Be careful when comparing data between on and off-premises as both can be useful but it can be misleading if compared directly to one another without context and analysis. We hope this helps you to make better use of the data newly available to us.
You can find the on and off-premise data in our Resource Hub.
You must be an active ACA member to view the data. Not an ACA member? Join now!
Declaration of Appreciation for Founding Members
Nielsen Q1 2023 Data Now Available!
This content is for members only.
If you were a member and are now seeing this message, please Renew your membership to continue.
Webinar: The Story Within the Story of Cider
You’ve heard the headlines and the general trends for Cider. Join Brian “BK” Krueger and Dave Williams from Bump Williams Consulting on Tuesday, May 23, 2023 at 11:00 AM Pacific to dive in a little deeper and really take a look at the KPI’s that matter and how you can apply them to your own situation, presentations, insights, and decisions.
You can expect to hear more of the story on Cider Velocity, Runway for the Future, the Role of Flavor, Pack Size and Type, Innovation, Regional Power, and the Modern Bev Alc Consumer.
This webinar is for active ACA members only. Not a member? Join now!
Our Speakers
Brian “BK” Krueger graduated from the University of Texas, Austin in 1996 with a degree in Marketing – focusing on Strategic Marketing & Promotional Strategies. BK is a 24-year Industry Sales Leader with a distinguished and accomplished history of growth and development across multiple National and Regional Craft Breweries. Rising from New Belgium’s first “Texas Beer Ranger” in 1999, BK spent 17 years growing in parallel with New Belgium’s success and expansion and held the role of Assistant Director of Sales for 5+ Years. Leaving New Belgium in 2015, BK spent the next 4 years applying his knowledge, experience, and skill set to an extended selection of National and Regional Craft Breweries helping to evolve them into the modern and future world of Craft Beer. Joining Bump Williams Consulting in 2020, BK now applies his talents and expertise on Sales Systems and Structure, Portfolio Development, Distributor & Retailer Partnership, and Sales Strategy & Growth across the broad spectrum of Beverage Alcohol clients.
Dave Williams graduated from Penn State University in 2006 with a degree in Marketing. Dave began his career at Marketing Management Analytics (Ipsos MMA) as a Data Analyst, running sales regression models and market level analytics across various Retail and CPG clients. He left MMA and joined Nielsen in 2010, working up to the role of Client Manager. In this role, Dave led a team dedicated to Market Mix, Price/Promo and Consumer analysis for Procter & Gamble globally, spanning multiple categories and brands across their wide portfolio. In 2015, Dave left Nielsen to join Bump Williams Consulting where he currently runs high-end analytics across the Beverage Alcohol universe. His key focus areas include Consumer Behavior, Pricing, Promotion and Retail Landscape for BWC’s Supplier, Distributor and Retailer clients.
Live Sensory Webinar with Artifact Cider Project
Join our Certified Pommelier™ panel in a live practice sensory webinar on May 4 from 4:00-6:00 PM Pacific featuring cider from Artifact Cider Project. This webinar will also be available to rewatch and practice as a prerecorded event.
Cider must be purchased separately. Please be aware that it may take several days to receive your cider order, so we encourage you to purchase your ciders as soon as possible. Also, please verify that cider can be sent to your state before purchasing ciders. Order the Certified Pommelier Study Sample Pack from Artifact to participate along with the webinar here.
Once registered, you will receive a confirmation email. This email is a placeholder for the event. The evening before the event you will receive an email with a Zoom link to the webinar. Please note this link will be sent to the registered email.
Spring is in the Air on the Virginia Cider Trail
Spring is in the air and it’s time to hit the trail! The Virginia Cider Trail that is. Apple blossoms are bursting open around the state and spring festivals and cider releases are popping up like daffodils. Check out these upcoming events to find something near you or something farther afield if you’re looking for a nice drive on a sunny day!
April 7: Habanero Mango Cider Release at Buskey Cider
April 7: Friday Love Cider Series at Stable Craft Brewing
April 8: Farmhouse Hops & Hunt at Back Bay Brew House
April 8: Adult Easter Egg Hunt at Henway Hard Cider
April 8: Easter Weekend Brunch at Courthouse Creek Cider
April 8: Adult Easter Egg Hunt at Coyote Hole Ciderworks
April 9: Live Music in the Orchard at Albemarle Ciderworks
April 9: Easter Weekend Brunch at Courthouse Creek Cider
April 9: Easter Sunday Brunch at Stable Craft Brewing
April 9: Heirloom Apple Grafting Workshop at Tumbling Creek Cider Company
April 12: Hewe’s Crab and Crab Action at Sage Bird Ciderworks
April 14: Night Teach with Spectator Bird at Cider From Mars
April 14: Boot Scoot Square Dance Party at Potter’s Craft Cider
April 15: Seafood and Sounds with Jacob Paul Allen at Blue Toad Hard Cider
April 15: Daze of Rosé Festival at Castle Hill Cider
April 15: Mars Market: Spring Edition and Cider From Mars
April 15: Second Annual Bloom Fest at Potter’s Craft Cider
April 15: Winchester Ciderworks Takeover Night at Blue Fox Billiards
April 16: Pints & Ponies at Stable Craft Brewing
April 16: Heirloom Apple Grafting Workshop at Tumbling Creek Cider Company
April 20: Flappy Hour Benefit for Bat Conservation and Rescue of VA at Cider From Mars
April 22: Sharif Live at Blue Toad Hard Cider
April 22: Spring Apple Blossom Festival at Bryant’s Cider
April 22: Earth Day Flower Crown Workshop at Courthouse Creek Cider
April 22: Spring Block Party at Lost Boy Cider
April 23: Step Up for Down Syndrome Annual Fundraiser at Blue Toad Hard Cider
April 23: Liquid Craft Festival at Sly Clyde Ciderworks
April 26: Pride Night Social Fundraiser at Sage Bird Ciderworks
April 29: Britchin Brown Renaissance Fest at Stable Craft Brewing
May 6: Kentucky Derby Party at Coyote Hole Ciderworks
May 7: Spring Car Show at Coyote Hole Ciderworks
May 13: Mother’s Day Saturday Flower Workshop with Faded Poppy at Stable Craft Brewing
May 14: Live Music in the Orchard at Albemarle Ciderworks