Posts by Woodley Smith
Unlocking Cider Education: A New Study Resource Partnership Between ACA and Press Then Press
The American Cider Association (ACA) is proud to announce a new partnership with Press Then Press, a leading online cider retailer with a passion for education and community-building. This collaboration is centered around one shared goal: making cider and cider education more accessible to enthusiasts, professionals, and Certified Cider Professional™ (CCP) candidates across the country.
Through this partnership, Press Then Press will now offer curated study boxes with resources and digital downloads supplied directly from the American Cider Association. This partnership supports the Certified Cider Professional™ Program, starting with Level 1, Certified Cider Guide™ and carrying through to L2, Certified Pommelier™. These materials include practice exam questions, completed sensory analysis forms, sensory videos, and other helpful tools designed to build confidence and cider knowledge in a flexible, engaging format.
Why It Matters
The Certified Cider Professional™ Program is the first and only certification program dedicated to the international cider industry. It empowers service professionals, retailers, distributors, and cider lovers with the knowledge to confidently understand and share the nuances of cider, from apple varieties and production methods to food pairing and sensory evaluation.
By teaming up with Press Then Press, the ACA is extending the reach of these resources and giving learners a trusted shipping hub to find the large array of ciders needed for sensory evaluation expertise.
More resources are on the way, including enhanced digital tools, flashcard decks, and sensory evaluation aids.
Where to Find It
Visit the Press Then Press website to explore cider bundle options and visit the American Cider Association website for the growing catalog of CCP-certified resources.
Together, We’re Building a Stronger Cider Community
This partnership marks a major step forward in making cider education approachable and enjoyable for all. Whether you’re brushing up your knowledge or taking the next step in your cider career, ACA and Press Then Press are here to support your journey.
August 2025: Monthly Market Updates from Sightlines
Each month consumer insights platform Sightlines will share one quick hit you can use to make confident decisions. Also, ACA members get 50% off a Sightlines subscription. Find the discount code in the Resource Hub.
Non-alcoholic sparkling wines thrive on attributes that are driving other adult beverage trends: ease, versatility, and indulgence. Cidermakers are well poised to deliver on these, too—perhaps even through non-alcoholic offerings.
In a year when overall wine sales are at their lowest point in three decades, Circana data shows sales of non-alcoholic sparkling wines have increased +60%. The niche is poised for even further growth in the near future as best-selling Josh Cellars takes its zero-proof sparkling wine from limited-release markets to national sales this summer.
What explains the boom in booze-free bubbles? They’re easy to understand and versatile to use. Unlike alcohol-free spirits such as Seedlip or wine alternatives like Proxi, they’re not asking drinkers to understand flavors and ingredients built from the ground up—they’re just sparkling wine, sans booze.
Non-alc cider can play a similar role. Like NA prosecco, it can offer a sense of celebration for people and occasions when alcohol might not feel appropriate: daytime office parties, baby showers, or high school graduations. It can be mixed with syrups or garnishes to create zero-proof cocktails, yet it’s still something people can easily grasp. Whether in your tasting room or at events, non-alc bubbles—from grapes or apples—could be a sophisticated but approachable choice for people and occasions where alcohol doesn’t fit.
February 3: Certified Pommelier Exam at CiderCon® 2026
TAKE THE CERTIFIED POMMELIER EXAM AT CIDERCON® 2026 IN PROVIDENCE, RHODE ISLAND ON TUESDAY, FEBRUARY 3RD!
Are you ready to take the next step in your professional development in the cider industry?
If you have already passed the Level 1 Certified Cider Guide exam and are looking for that next challenge? Now is your chance!
The American Cider Association is pleased to announce a Certified Pommelier Exam will be held at CiderCon® 2026 in Providence, RI . The exam will take place Tuesday, February 3, 2026. The exam will begin promptly at 8:30 AM. *Registration to CiderCon® is not required, but highly encouraged.
*Level 1 Certified Cider Guide certification is a prerequisite for taking the Certified Pommelier Exam. (Haven’t taken your Level 1 Certified Cider Guide Exam? Buy the bundle here! ACA Member discounts for Level 1 are available in the Resource Hub.)
There’s a discount code available for ACA members for the Certified Pommelier Exam. You can find that code in our Resource Hub.
WHAT IS THE CERTIFIED POMMELIER EXAM?
The American Cider Association’s mission is to grow a diverse and successful cider industry by providing valuable information, resources and services to our members and by advocating on their behalf. One way to fulfill this mission is through the Certified Cider Professional Program, a program aimed at educating the front-line of cider hospitality (distributors, retailers, bartenders and more!) while also welcoming journalists and serious cider enthusiasts.
The exam for the introductory level certification, Certified Cider Guide (CCG), is an online test that can be taken at any time. The exam for the more advanced second level of certification, Certified Pommelier, is only available in person. The exam consists of two parts, a written theory exam comprising short answer and essay questions and a blind sensory evaluation of a number of ciders. Passing the introductory level exam is a mandatory prerequisite to sitting for the Level 2 Certified Pommelier exam.
Certified Pommeliers must have a fundamental understanding of all topics covered at the introductory level, but must also be able to think critically and demonstrate a deeper understanding of cider and the cider industry.
The topics covered in the exam are:
- Apples, the Orchard & History
- Cider Making
- Flavor & Evaluation
- Cider Families
- Keeping & Serving
- Food & Cider
- Social Responsibility
The exam is meant to be challenging. The only information necessary for successfully passing the theory section of the exam is contained in the Certified Pommelier Study Guide available on Amazon. To study for the evaluation section of the exam, candidates should consider attending one of the sensory analysis videos available through the ACA’s website or attend one of the regularly scheduled webinars. Access to pre-recorded webinars and registration for upcoming live webinars is available directly through our website.
WHY BECOME A CERTIFIED POMMELIER?
Cider is a beautifully nuanced beverage that is less well understood by most consumers. Having the knowledge and skills required to become a Certified Pommelier will equip you to better serve customers, enhance your standing in the beverage community, and give you a unique and valuable professional qualification. Being recognized as a Certified Pommelier will put you in the vanguard of advanced cider specialists in this ever growing category.
HOW MUCH DOES THE TEST COST?
The registration fee for the exam is $350. Current members of the ACA can register at a discounted price of $250 by using the discount code that can be found here. If a candidate sits for the exam but does not pass either section, or only passes one of the two sections, theory or sensory evaluation, they can resit for the section of the exam that they did not pass at a future date. The fee for retaking the exam is $175 for non-members and $125 for current members of the ACA.
Read Terms & Conditions before registering.
WHAT MATERIALS ARE AVAILABLE TO STUDY FOR THE EXAM?
- The Certified Pommelier Study Guide is available directly through Amazon. It is also available at all of Amazon’s international sites.This is the official study guide for the second level of the American Cider Association’s professional certification program. It contains all of the information needed to study for and pass the examination. No other reference materials are required.
- There is also a dedicated Facebook Group (that is open for all to join) with prep materials and in-depth peer conversations that many candidates have found useful.
- Sensory evaluation is an important part of being a Certified Pommelier which is why we test your ability to accurately analyze the structural components, aromas, and flavors of a variety of ciders. In order to aid in the development of your sensory evaluation skills and understand the approach to testing them, we have several pre-recorded videos available for purchase. In addition, we host several live sensory analysis webinars each year. You can access the videos and look for scheduled webinars here.
FREQUENTLY ASKED QUESTIONS
(Download the Frequently Asked Questions document.)
- When will we receive our graded exams? Exams are not returned to candidates, however you will be notified as to whether or not you have passed about 6 weeks from the exam date. If you did not pass a section of the exam, you may request a breakdown of your points by general topic to help you identify areas in which you could improve your score should you wish to retake the exam.
- What is the grade needed for passing? 60% of the possible points for sensory evaluation and 70% for theory
- Is there a tasting section on the test? Yes. You will be asked to evaluate six ciders in two flights, one flight that assesses your ability to distinguish between key structural elements and a second where you are asked to complete a full evaluation of three ciders using the Structured Sensory Analysis format. The possible aromas and flavors document will be supplied for use during the exam.
- How long does the test take? You are given 2 hours to complete the theory section of the exam and 1 hour and 15 minutes to complete the sensory evaluation section. There is a 15 minute break in between sections.
- Is it ok if the name on my ticket or registration doesn’t match the person who attends? Registrations are not transferable, so the name on the I.D. presented when checking in for the exam must match the name on the registration.
- What happens if I cannot attend my registered exam? Please see Exam Rescheduling, Timelines and Fees in the Terms and Conditions Document for full details. If you do need to cancel your registration, exam registration fees can be refunded up to 14 days before the exam. Please note that a $25 administration fee applies to any cancellation.
- When can I register for the exam? Exam registration is open until 14 days before the posted exam date.
- How can I contact the organizer with any questions? Please contact Director of Education Jennie Dorsey at jennie@ciderassociation.org.
- What can I bring into the event? Bringing a personal water bottle is recommended for both sections of the exam. Cell phones, smart watches, computers, books or papers, and any and all other personal items must be left at a designated storage area in the exam room. Pencils will be provided, and spare paper will be available on request. Spit cups, and water will be provided during the evaluation exam. We encourage you to bring your own water bottle for the theory exam. Please contact Director of Education Jennie Dorsey at jennie@ciderassociation.org prior to registering for the exam if you wish to request special accommodations.
- Is the Certified Pommelier Exam available in my area? Certified Pommelier exams are held periodically throughout the year and in a variety of locations. Please check our current exam schedule to find an exam suitable for you.
- How many Certified Pommeliers are there currently? You can find the current number of Certified Pommelers here.
- Do I need to pass the Certified Cider Guide exam to take the Certified Pommelier exam? Yes. Passing the introductory exam to become a Certified Cider Guide is a prerequisite. If you have not yet taken this exam, you can purchase a package which includes an instructional video, study guide, and access to an online exam HERE.
- Are there ID or minimum age requirements to sit for the event? YES. You must be of legal drinking age in the country where you sit for the exam, and when checking in at the exam you must provide a photo ID that will both verify your age and identity.
October 6: Certified Pommelier Exam at Potter’s Craft Cider
TAKE THE CERTIFIED POMMELIER EXAM IN VIRGINIA ON OCTOBER 6th!
Are you ready to take the next step in your professional development in the cider industry?
If you have already passed the Level 1 Certified Cider Guide exam and are looking for that next challenge? Now is your chance!
The American Cider Association is pleased to announce a Certified Pommelier Exam will be held at Potter’s Craft Cider in Charlottesville, VA . The exam will take place Monday, Octobier 6th, 2025. The exam will begin promptly at 8:30 AM.
*Level 1 Certified Cider Guide certification is a prerequisite for taking the Certified Pommelier Exam. (Haven’t taken your Level 1 Certified Cider Guide Exam? Buy the bundle here! ACA Member discounts are available.)
There’s also a discount code available for ACA members for the Certified Pommelier Exam. You can find that code in our Resource Hub.
WHAT IS THE CERTIFIED POMMELIER EXAM?
The American Cider Association’s mission is to grow a diverse and successful cider industry by providing valuable information, resources and services to our members and by advocating on their behalf. One way to fulfill this mission is through the Certified Cider Professional Program, a program aimed at educating the front-line of cider hospitality (distributors, retailers, bartenders and more!) while also welcoming journalists and serious cider enthusiasts.
The exam for the introductory level certification, Certified Cider Guide (CCG), is an online test that can be taken at any time. The exam for the more advanced second level of certification, Certified Pommelier, is only available in person. The exam consists of two parts, a written theory exam comprising short answer and essay questions and a blind sensory evaluation of a number of ciders. Passing the introductory level exam is a mandatory prerequisite to sitting for the Level 2 Certified Pommelier exam.
Certified Pommeliers must have a fundamental understanding of all topics covered at the introductory level, but must also be able to think critically and demonstrate a deeper understanding of cider and the cider industry.
The topics covered in the exam are:
- Apples, the Orchard & History
- Cider Making
- Flavor & Evaluation
- Cider Families
- Keeping & Serving
- Food & Cider
- Social Responsibility
The exam is meant to be challenging. The only information necessary for successfully passing the theory section of the exam is contained in the Certified Pommelier Study Guide available on Amazon. To study for the evaluation section of the exam, candidates should consider attending one of the sensory analysis videos available through the ACA’s website or attend one of the regularly scheduled webinars. Access to pre-recorded webinars and registration for upcoming live webinars is available directly through our website.
WHY BECOME A CERTIFIED POMMELIER?
Cider is a beautifully nuanced beverage that is less well understood by most consumers. Having the knowledge and skills required to become a Certified Pommelier will equip you to better serve customers, enhance your standing in the beverage community, and give you a unique and valuable professional qualification. Being recognized as a Certified Pommelier will put you in the vanguard of advanced cider specialists in this ever growing category.
HOW MUCH DOES THE TEST COST?
The registration fee for the exam is $350. Current members of the ACA can register at a discounted price of $250 by using the discount code that can be found here. If a candidate sits for the exam but does not pass either section, or only passes one of the two sections, theory or sensory evaluation, they can resit for the section of the exam that they did not pass at a future date. The fee for retaking the exam is $175 for non-members and $125 for current members of the ACA.
Read Terms & Conditions before registering.
WHAT MATERIALS ARE AVAILABLE TO STUDY FOR THE EXAM?
- The Certified Pommelier Study Guide is available directly through Amazon. It is also available at all of Amazon’s international sites.This is the official study guide for the second level of the American Cider Association’s professional certification program. It contains all of the information needed to study for and pass the examination. No other reference materials are required.
- There is also a dedicated Facebook Group (that is open for all to join) with prep materials and in-depth peer conversations that many candidates have found useful.
- Sensory evaluation is an important part of being a Certified Pommelier which is why we test your ability to accurately analyze the structural components, aromas, and flavors of a variety of ciders. In order to aid in the development of your sensory evaluation skills and understand the approach to testing them, we have several pre-recorded videos available for purchase. In addition, we host several live sensory analysis webinars each year. You can access the videos and look for scheduled webinars here.
FREQUENTLY ASKED QUESTIONS
(Download the Frequently Asked Questions document.)
- When will we receive our graded exams? Exams are not returned to candidates, however you will be notified as to whether or not you have passed about 6 weeks from the exam date. If you did not pass a section of the exam, you may request a breakdown of your points by general topic to help you identify areas in which you could improve your score should you wish to retake the exam.
- What is the grade needed for passing? 60% of the possible points for sensory evaluation and 70% for theory
- Is there a tasting section on the test? Yes. You will be asked to evaluate six ciders in two flights, one flight that assesses your ability to distinguish between key structural elements and a second where you are asked to complete a full evaluation of three ciders using the Structured Sensory Analysis format. The possible aromas and flavors document will be supplied for use during the exam.
- How long does the test take? You are given 2 hours to complete the theory section of the exam and 1 hour and 15 minutes to complete the sensory evaluation section. There is a 15 minute break in between sections.
- Is it ok if the name on my ticket or registration doesn’t match the person who attends? Registrations are not transferable, so the name on the I.D. presented when checking in for the exam must match the name on the registration.
- What happens if I cannot attend my registered exam? Please see Exam Rescheduling, Timelines and Fees in the Terms and Conditions Document for full details. If you do need to cancel your registration, exam registration fees can be refunded up to 14 days before the exam. Please note that a $25 administration fee applies to any cancellation.
- When can I register for the exam? Exam registration is open until 14 days before the posted exam date.
- How can I contact the organizer with any questions? Please contact Cider Education Operations Manager Jennie Dorsey at jennie@ciderassociation.org.
- What can I bring into the event? Bringing a personal water bottle is recommended for both sections of the exam. Cell phones, smart watches, computers, books or papers, and any and all other personal items must be left at a designated storage area in the exam room. Pencils will be provided, and spare paper will be available on request. Spit cups, and water will be provided during the evaluation exam. We encourage you to bring your own water bottle for the theory exam. Please contact the Cider Education Operations Manager, Jennie Dorsey at jennie@ciderassociation.org prior to registering for the exam if you wish to request special accommodations.
- Is the Certified Pommelier Exam available in my area? Certified Pommelier exams are held periodically throughout the year and in a variety of locations. Please check our current exam schedule to find an exam suitable for you.
- How many Certified Pommeliers are there currently? You can find the current number of Certified Pommelers here.
- Do I need to pass the Certified Cider Guide exam to take the Certified Pommelier exam? Yes. Passing the introductory exam to become a Certified Cider Guide is a prerequisite. If you have not yet taken this exam, you can purchase a package which includes an instructional video, study guide, and access to an online exam HERE.
- Are there ID or minimum age requirements to sit for the event? YES. You must be of legal drinking age in the country where you sit for the exam, and when checking in at the exam you must provide a photo ID that will both verify your age and identity.
October 5: Level 1 Certified Cider Guide Workshop at Buskey Cider
Join Us for a Level 1 Certified Cider Guide Workshop at Buskey Cider on October 5!
The world’s finest cider education program, the Certfied Cider Professional (CCP) Program, will be back again for another Level 1: Certified Cider Guide (CCG) classroom session. Leisurely run over the course of an afternoon, this L1 CCG training has been developed specifically for those who work directly with consumers and trade customers, namely those working in retail and hospitality, importers, distributors, wholesalers and employees of cider producers. It is also the program for cider fans, afficionados and drinkers to showcase their extra weight of knowledge and passion. It is designed to enable participants to have a professional standard of knowledge and appreciation for different types of cider and how they are achieved, an approach to assessing cider and the different sensorial qualities they have, and guidance on the best practice principles for serving, storing and selling.
Candidates will receive an email containing a downloadable study guide and a link to the online exam in advance of the workshop. The day itself will consist of a presentation of the materials from the study guide, with extra elaboration and, of course, the opportunity for questions. There will also be a guided sensory session of at least 3 ciders clearly demonstrating the key structural characteristics within cider, and utilising a structured approach to their assessment.
The topics covered in Level 1 CCG are:
- Apples, Pears and Orchards
- Cider Production
- Families and Flavour
- Evaluating Cider
- Keeping and Serving
- Cider and Food
- Social Responsibility
Schedule:
12:45 PM Arrival and Check-In
1:00 PM Presentation Begins
2:30 PM Break
2:45 PM Presentation Continues
4:00 PM Break
4:15 PM Sensory Evaluation Session
5:15 Optional Online Test Taking Time
September 17: Level 1 CCG Workshop in Wallington, Australia
Join us in Wallington, Australia this September!
The world’s finest cider education programme, the Certified Cider Professional (CCP) Programme, will be at Flying Brick Cider Co., located in Wallington, Victoria, Australia for a Level 1: Certified Cider Guide (CCG) classroom session on Wednesday 17 September. Leisurely run over the course of the afternoon, this L1 CCG training has been developed specifically for those who work directly with consumers and trade customers, namely those working in retail and hospitality, importers, distributors, wholesalers and employees of cider producers. It is also the programme for cider fans, aficionados and drinkers can showcase their extra weight of knowledge and passion. It is designed to enable participants to have a professional standard of knowledge and appreciation for different types of cider and how they are achieved, an approach to assessing cider and the different sensorial qualities they have, and guidance on the best practice principles for serving, storing and selling.
Candidates will receive an email containing a downloadable study guide and a link to the online exam in advance of the workshop. The day itself will consist of a presentation of the materials from the study guide, with extra elaboration and, of course, the opportunity for questions. There will also be a guided sensory session of at least three ciders clearly demonstrating the key structural characteristics within cider, and utilising a structured approach to their assessment.
Cost: $189 USD per person. (ACA Members can find their discount code in the Resource Hub.)
The topics covered in Level 1: CCG are:
- Apples, Pears and Orchards
- Cider Production
- Families and Flavour
- Evaluating Cider
- Keeping and Serving
- Cider and Food
- Social Responsibility
September 15: Level 1 Certified Cider Guide Workshop in Sydney, Australia
Join us in Sydney, Australia on September 15!
The world’s finest cider education programme, the Certified Cider Professional (CCP) Programme, will be in Australia for two Level 1: Certified Cider Guide (CCG) classroom sessions! The first will take place at Tafe! Ultimo in Sydney on Monday 15 September. Leisurely run over the course of a day, this L1 CCG training has been developed specifically for those who work directly with consumers and trade customers, namely those working in retail and hospitality, importers, distributors, wholesalers and employees of cider producers. It is also the programme for cider fans, aficionados and drinkers can showcase their extra weight of knowledge and passion. It is designed to enable participants to have a professional standard of knowledge and appreciation for different types of cider and how they are achieved, an approach to assessing cider and the different sensorial qualities they have, and guidance on the best practice principles for serving, storing and selling.
Candidates will receive an email containing a downloadable study guide and a link to the online exam in advance of the workshop. The day itself will consist of a presentation of the materials from the study guide, with extra elaboration and, of course, the opportunity for questions. There will also be a guided sensory session of at least three ciders clearly demonstrating the key structural characteristics within cider, and utilising a structured approach to their assessment.
The topics covered in Level 1: CCG are:
- Apples, Pears and Orchards
- Cider Production
- Families and Flavour
- Evaluating Cider
- Keeping and Serving
- Cider and Food
- Social Responsibility
Schedule:
12:45 PM: Arrival and Check-in
1:00 – 4:00 PM: Presentation
4:00 – 5:00 PM: Tasting Experience
5:00 – 5:45 PM: Take the online CCG 1 test (bring your own laptop)
Cost: $189 USD per person (ACA Members can find their discount code in the Resource Hub.)
September 11: From Orchard to Label: Cider Compliance Essentials
This webinar will walk through the most common compliance issues cider producers face when they have a TTB investigation. We will discuss key TTB compliance issues such as carbonation and alcohol thresholds, proper labeling and flavor designations, formula approval, when a COLA is required, and common tax class errors. We’ll also touch on record keeping, standard of fill updates, and what brewers need to know when making cider. Overall, this session provides practical insights to help you stay on the right side of TTB rules and regulations.
About Our Speaker:
Aniko Kasprian is the Industry Education Technical Advisor in the Office of Outreach at TTB. Previously, Ms. Kasprian was part of the Office of Special Operations group, where she worked as a Special Operations Investigator for 4 years working on FAA Trade Practice cases. Ms. Kasprian was also an investigator for the Western II District for 6 years, primarily focusing on wine and tobacco. Before joining TTB, Aniko served in the United States Air Force and was a Special Agent for the Department of Homeland Security. Ms. Kasprian’s primary area of expertise is in the alcohol industry. Ms. Kasprian has a BA in International Relations and Foreign Policy and an MS in Criminology with a focus on Forensic Profiling.
“Hard Cider Guy” Adrian Luna- Verduga Joins American Cider Association as Licensed Educator in the Northeast
The American Cider Association (ACA) is pleased to introduce Adrian Luna-Verduga, widely known in the cider community as the Hard Cider Guy, as the newest Licensed Cider Educator serving New York, New Jersey, and Pennsylvania. A passionate advocate, Certified Pommelier™, and content creator, Adrian brings an enthusiastic and relatable voice for cider education.
Adrian’s cider journey began during a two-year road trip across the U.S. and Canada, where he and two friends chronicled their experiences exploring regional cider scenes. Adrian’s ability to translate cider culture into accessible, fun, and informative content has earned him a strong following and the respect of cider lovers and professionals alike.
As a Licensed Educator, Adrian will be offering ACA’s Level 1 Certified Cider Guide (CCG) certification workshops, helping beverage professionals and enthusiasts alike deepen their understanding of cider styles, service, and sensory evaluation. His appointment supports ACA’s mission to grow appreciation for cider and expand access to high-quality, standardized cider education across the world.
“Adrian embodies what we look for in a cider educator: curiosity, generosity, and a deep commitment to helping people connect with cider in meaningful ways,” said Jennie Dorsey, ACA’s Director of Education. “His energy is infectious, and his presence in the Northeast will be a huge asset to the cider community there.”
Adrian is based in the Northeast and is currently booking sensory sessions and workshops. For more information or to inquire about hosting a Certified Cider Professional training, visit our website.
For NE-specific inquiries, reach out to Adrian directly at Adrian@ciderassociation.org.
For all other inquiries, contact Jennie Dorsey at Jennie@ciderassociation.org.
Are You a Certified Pommelier Interested in Teaching?
We’re always looking for enthusiastic cider professionals to join our network of Certified Cider Professional Licensed Educators. If you’re a Certified Pommelier™ passionate about sharing your knowledge, we’d love to connect.
Contact Jennie Dorsey at jennie@ciderassociation.org to learn how you can get involved.
July 2025 Market Insights from Sightlines: Cross-Category Insights You Can Use
Each month, consumer insights platform Sightlines will share one quick hit you can use to make confident decisions. Remember, ACA members get 50% off a Sightlines subscription. Find the discount code in the Resource Hub.
Getting Creative With On-Premise Sales Channels
No doubt the on-premise is a critical sales lane for cider—that’s nothing new. But thinking about that stalwart channel through the lens of other categories like wine or non-alcoholic beer can unlock creative opportunities.
Craft brewery taprooms and spirits tasting rooms offer one example. These establishments tend to specialize in one type of alcohol—but drinkers are increasingly demanding more variety. It opens up space for cidermakers to place their products in other manufacturers’ spaces, helping them fill gaps without having to make the liquid themselves.
It’s something non-alcoholic beer brands have been able to capitalize on: A Craft Beer Professionals survey, conducted this April, found that small breweries are 370% more likely to say they’re offering a non-alcoholic beer made by another company than they were just six years ago. This makes sense. Members of Craft Beer Professionals are small breweries; 63% produce less than 500 barrels of beer annually. They likely don’t have the capacity, expertise, or equipment to make quality NA beer (or cider) on-site. Yet they recognize these are beverages drinkers have come to expect in 2025. This can extend to beer bars or distilleries as well, with a myriad of benefits for a cidermaker that go beyond sales.
Offering packaged or draft options from another producer has benefits for both the retailer and the “guest” brand:
- The on-premise account attracts a larger set of customers, particularly those in group occasions. Show us a group of six friends in which at least one person doesn’t like or can’t tolerate a given type of alcohol.
- Management can observe the ordering behavior of a more diverse set of drinkers—not just their existing, dedicated fans.
- For suppliers of the “guest” brand being served, the taproom is a place to gain consumer traction. It’s an ideal environment to win a new cider drinker with an educated staff and a vibrant social setting. Your cider brand might be one of 15 on the grocery shelf, but it could be the sole option at a brewery’s taproom.
But cider can extend this thinking beyond mere taprooms, beer bars, and distilleries. Thinking like another category might open unique on-premise angles: A spirits brand is often eager to be used in a signature cocktail, for example. Why not the same for a cider spritz? Wine brands strive to be recommended by the glass as a pairing with a particular dish; again, why not the same for a cider?
Cribbing strategies from other categories is a fresh way to approach on-premise accounts with creative ideas—and to win new drinkers.