Utilizing Data to Get Consumers to Pick Cider
Date & Time: Thursday, January 18, 3:45-5:00 PM
Speaker: Jenny Zegler
Consumer data from global market intelligence agency Mintel show price, flavor and occasion are all key considerations for adults when they are shopping for alcohol. Amid rising cost of living, what factors do alcohol brands need to have? And what claims are just “nice” to have? This presentation will investigate the opportunities available to cidermakers to give adults the flavors, formats and formulations that will help cider compete in an increasingly crowded alcohol market.
Across the Divide: Connecting With Consumers Beyond Cider
Date & Time: Thursday, January 18, 2:00-3:15 PM
Moderator: Beth Demmon
Speakers: Matt Tanaka, Caitlin Braam, Sara Sherrer, Matt Swihart
Cider has enormous potential to grow as an industry, but has yet to capture more than a fraction of American drinkers. How can cider makers appeal to curious consumers coming from other categories like wine and beer, while still promoting cider as a worthy beverage in its own right? What sort of messaging helps attract new customers as well as keep them? In this panel discussion, makers and marketers will reveal what’s worked for them, what hasn’t, and how to educate future consumers to help cider realize its full promise.
A Brand Architecture Primer for Growing Your Cidery Brand
Date & Time: Thursday, January 18, 10:30-11:45 AM
Speaker: Isaac Arthur, Cody Fague
Is your cidery planning to launch a new brand in the coming year? If so, there are important branding considerations at play: Do you position this new offering alongside the rest of your portfolio, or under a new name? How do you promote it? And what does this move say about your cidery’s brand itself? Brand Architecture provides a framework to answer all of these questions, and more. How do all of your brands, current and future, relate or differ, how are they positioned and named, how are they priced, and how does all of this help you build a stronger business? Beverage branding experts from CODO Design will walk you through a field-tested diagnostic tool to determine the best Brand Architecture approach for growing your cidery’s brand. You will then learn how Brand Extensions, Sub Brands and Endorsed Brands can help your cidery bring new products to market and grow your business without threatening the reputation you’ve worked so hard to build.