Posts Tagged ‘pressrelease’
The American Cider Association Announces Departure of CEO Michelle McGrath After 8 ½ Years of Inspiring Leadership
Portland, OR–Longtime American Cider Association CEO Michelle McGrath will depart her role at the end of 2024. This change comes after more than 8 years of successful leadership overseeing significant advancements in the ACA’s mission for the benefit of the US cider community. McGrath was hired in 2016 as the first CEO of the ACA, then called the United States Association of Cider Makers. Since her hiring, she led a transformation of the ACA into the internationally-respected nonprofit trade organization that it is today.
“Michelle has been instrumental at the helm of ACA for both our organization as well as for the cider industry. We will miss her creative, strategic, and compassionate leadership, but we are excited to see where her next endeavors take her. The board is grateful for Michelle’s 8 ½ years of service during which she reached many meaningful milestones for the ACA,” says current ACA Board President, Christine Walter of Bauman’s Cider.
As CEO, McGrath expanded and diversified membership, events, and programs, enhanced the association’s capabilities, reach, credibility and network, and effectively advocated for policy change supporting cider with Congress, the TTB, and state governments.
“I’m really proud of what the board, staff, volunteers, partners, and members have accomplished together over the last 8+ years. It’s been a true honor to work with such inspiring people, and although I am ready to move to the next phase of my career, I will cherish my time and the relationships I’ve built at the ACA forever,” says McGrath. “It’s hard to express how much the people in this industry mean to me, and I’m incredibly grateful for the friendships and memories made. I was a cider fan before I took the reins at the ACA, and I’ll be a cider fan for life!”
A few of McGrath’s many accomplishments:
- Increased the ACA’s membership by more than 60% to nearly 800 members
- Achieved a substantial 100% increase in annual revenue by diversifying funding sources
- Expanded the ACA’s team to several highly capable and passionate team members
- Organized and led 8 CiderCon® events, the largest cider-industry event worldwide
- Oversaw the development, growth and global expansion of the ACA’s Certified Cider Professional program, the only globally available education program for beverage and culinary industry professionals
- Championed programs and policies to support the growth of a diverse interest in cider, including the ACA’s Cider is for Everyone Scholarship
- Created a market insights program that shares market data and reports with members and the beverage industry at large
- Fostered strong relationships with key national beverage media outlets and cultivated meaningful press highlighting the growth of cider and the humans behind it
- Supported national collaborative efforts to expand small-producer tax credits
- Fought for the right to list harvest years on TTB-approved labels for cider over 7% ABV
- Led efforts in securing TTB approval for 12 oz (approved in 2020), 16 oz, and 19.2 oz packaging sizes for wine, mead, and cider over 7% ABV (TTB comments recently closed)
- Collaborated with congressional champions and allied segments to introduce the Bubble Tax Modernization Act (HR 7029) to increase allowable carbonation thresholds for fruit cider, fruit wine and fruit mead under 8.5% ABV
McGrath shared that her championing of farmers will continue in her next role. She plans to stay engaged with the cider industry, and she will be at CiderCon® 2025 in Chicago, Illinois.
“I’m excited to see everyone, and to experience the cider from the featured guest country this year–Chile! Let’s share some cider together, friends!” McGrath says.
The ACA Board of Directors is accepting applications for its next dynamic and visionary CEO until November 24. Interested applicants are encouraged to apply early, as applications will be reviewed on a rolling basis. Those interested in applying can learn more here.
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USA Featured as Guests of Honor at CiderWorld in Germany
Darlene Hayes Recognized for Her Efforts to Develop the Category
The 16th annual CiderWorld took place in Frankfurt, Germany last week. The combined competition, celebration, and cider expo welcomed the United States as the Guest Country of Honor this year. In addition, the ACA was able to partner with CiderWorld to offer the first Level 1 Certified Cider Guide Workshop & Certification and the first Certified Pommelier Exam in Europe.
CiderWorld’s expo was held at the Palmengarten and featured over 100 exhibitors from 17 countries who shared their cider with attendees.The American Cider Association joined member cideries ANXO and Vander Mill at the USA’s spotlight booth. The ACA also poured cider from Alpenfire Cider, Bauman’s Cider, Metal House Cider, Raging Cider & Mead and Tanuki Cider, highlighting the diversity and range of American Cider to German consumers.
“Many of the visitors to our cider booth were shocked to hear about the size of the American cider industry and taste the quality of some of the ciders made there. It was an incredible experience to share these ciders with German consumers who drink a lot more cider than the average American,” reflected Michelle McGrath, CEO of ACA.
Every year at CiderWorld an individual is recognized as the Cider Star of the Year. The ACA is thrilled to announce that this year the honor went to Darlene Hayes, ACA Educational Content Manager. Darlene was recognized for her efforts to raise awareness of the cider industry around the world, her research into the history and roots of cider in the U.S., and for her work with other cider specialists to develop a consensus on knowledge and standards.
“Darlene Hayes’ extensive knowledge of science and law, as well as her exceptional palate, make her the ideal partner when it comes to the growth and development of the cider industry,” says Michael Stöckl, Managing Director of CiderWorld.
Norman Thatcher Scharpf, U.S. Consul General, joined the CiderWorld award ceremony to meet U.S. cider producers and celebrate the U.S. being the guest country of honor. He formally addressed the audience with remarks on the growth and significance of the U.S. cider market.
Frankfurt and the Hessen region are steeped in centuries of cider culture that have not only persevered but flourished, symbolizing a cherished heritage and a testament to the region’s love for its local produce and traditional crafts. Known locally as “Apfelwein” in German, this cider has been a staple of Hessen culture, deeply ingrained in the social fabric of the region. The art of cidermaking in Hesse evolved from the abundant apple orchards dotting the countryside, with families passing down time-honored recipes from generation to generation. Frankfurt, in particular, emerged as a hub for cider production and consumption, giving rise to cozy “Apfelweinwirtschaften” (apple wine taverns) where locals and visitors alike can gather to enjoy local cider.
It was a great honor to participate in the CiderWorld competition and expo. The ACA hopes that more U.S. cideries will enter the CiderWorld competition in the future.
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ACA Announces Results of Inaugural Harvest Driven Cider Survey
Cider is a beverage category, not a beverage style. This is a leading rallying cry by the American Cider Association, who recently released the results of their new annual survey looking at the segment of cidermakers making cider once a year during harvest season much like a winery. The survey was undertaken in an effort to measure the size and growth of these makers, which the ACA names as harvest driven cideries. These ciders are usually made by small producers, are typically packaged in glass bottles, and are sold through channels that are usually not measured by retail scanner data providers such as IRI. The survey revealed 2021 was a year of significant growth for US harvest driven cidermakers.
For the purposes of the survey, harvest driven cidermakers are defined as those who make 75% of their cider with apples or pears that are pressed at or close to their harvest date and aged at least 3 months prior to packaging. Michael Uhrich of Seventh Point Analytic was chosen to undertake creating and analyzing the survey results.
The conclusion is that the harvest driven cider segment is small but growing. Nearly one million gallons of harvest driven cider was produced in 2021 alone. The harvest driven cider segment share grew by one third from 2020 to 2021, from 1.8% to 2.3% of the US domestic cider market. Production of harvest driven cider also increased dramatically from 2020 to 2021 with an average production increase of 26%.
“This corner of the cider market has been around for decades and has produced some of the more storied brands in our industry, yet we have never had a mechanism for measuring its growth and progress. We are excited to release these first results of what will be an annual survey, and celebrate the growing success of this segment,” says Eleanor Leger, board president of the ACA.
Uhrich also looked at packaging, club, fruit and channel trends for the segment. Uhrich’s webinar report is available to ACA members, but there is a Harvest Driven Cider Fact Sheet available for download here. Please contact Executive Director Michelle McGrath with any questions regarding the harvest driven cider survey process or results.