The American cider industry is experiencing a renaissance. Across all 50 states, cider makers are working hard to redefine this once-beloved beverage and educate drinkers about cider’s vast and varied world. Like any good relationship, there can be a bit of awkwardness at the start.
Cider’s Identity Crisis
Cider often finds itself placed on shelves next to beer despite being a type of wine. Both wine and cider are crafted by fermenting juice, but cider makers are eager for consumers to recognize cider as its unique category.
Aaron Walker, the director of winemaking operations at Pali Wine Company in California, emphasizes that cider makers have a fantastic opportunity to carve out their identity. “It wouldn’t make sense for them to try and just position themselves as another type of wine… they’ve got the story.
People love stories when it comes to consuming,” he explains.
Cider’s narrative often drifts into historical territory, highlighting its popularity from colonial times through Prohibition, when it was consumed more frequently than water.
After Prohibition, however, cider production dwindled, giving way to industrial beer brewing and domestic winemaking.
Today, cider producers aim to reclaim cider’s status as America’s go-to beverage but to achieve that; consumers need a clearer understanding of what cider is and how it stands apart.
Understanding Cider
Cider, by definition, is an alcoholic beverage made from the fermented juice of apples. Some cider makers argue that it should be seen as entirely separate from wine, while others see the connection as beneficial.
From Wild Arc Farm in New York, Todd Cavallo believes that considering cider and wine together offers deeper insights. He quips, “I’ve heard it said… sparkling cider is America’s Champagne.”
In some countries, cider is often called “apple wine,” with names like apfelwein in Germany and sagardoa in Spain’s Basque Country. However, in the U.S., where cider is still gaining traction, comparing cider to beer or wine can pique consumer interest.
Is Cider Wine?
In the U.S., cider is legally classified as wine. However, this is only sometimes accepted. Adam Wells, founder of Cider Review, notes that many cider enthusiasts in major cider-producing countries like the U.K. and South Africa view cider as a beer alternative rather than a type of wine.
“They align it with beer, as something fizzy and fairly low-alcohol,” he says.
Production costs for cider align more closely with winemaking than beer brewing. This isn’t clear for many consumers, who expect cider to be more affordable. However, like wine, cider often has higher labor and material costs.
Riley Duffie Bresnahan, sales director for Eden Ciders, points out that consumers usually need to pay more attention to the intricacies of cider production, leading to unrealistic pricing expectations.
Fermenting both grape juice and apple juice involves similar processes. However, one distinction is that apples can be stored before processing, while grapes are best used soon after harvest.
Unlike beer, neither wine nor cider producers apply heat during fermentation.
Comparing Cider, Beer, and Wine
Despite their differences, cider and wine share numerous similarities. Both can exhibit a range of complexities, from full-bodied to light and can be sweet or dry. They also pair beautifully with food. However, the packaging often creates a perception gap.
Many consumers value bottled beverages more than cans, which presents a challenge for cider.
Bresnahan notes, “Wine tends to come in 750mL bottles while ciders are in cans. Willingness to spend money tends to follow,” suggesting that consumers are more inclined to pay more for a bottle of wine than a four-pack of cider.
Ciders packaged like wines and placed on shelves near wine can better attract wine drinkers, as this positioning suggests higher value.
Cavallo recalls that cider was often viewed as a beer alternative, negatively impacting its reputation. “A lot of the people talking about cider as a beer replacement kind of put cider behind the eight ball for a little while,” he explains.
Consumers are beginning to recognize its value as more cider is packaged in 750mL bottles and sold alongside wine.
Embracing Cider
Consumers should approach it with an open mind to truly appreciate cider, similar to wine. Wells encourages wine lovers to explore the distinct qualities of cider.
“Fundamentally, wine drinkers should know that there is a drink which, while distinct and idiosyncratic, offers so much for them to enjoy,” he says. With countless apple varieties available, each offering unique flavors, cider presents an exciting landscape of tastes and experiences.
Cavallo stresses the importance of “demystifying” cider for newcomers. By highlighting the similarities between cider and wine, cider producers can draw attention to their uniqueness.
“I think it is incumbent upon us as producers to do a little bit of hand-holding to make people feel comfortable,” he suggests. “Come in and tell us what you like to taste. We’ll pour you some things until we find one you like.”
Bresnahan echoes this sentiment: “There is a cider for every occasion.” This versatility can help cider reclaim its place in American culture.
Conclusion
The American cider industry is at a pivotal moment, one that requires consumers to be educated and appreciated. By understanding cider’s rich history, its similarities to wine, and the craft behind its production, drinkers can rediscover this timeless beverage.
Cider makers are ready to share their stories and showcase the complexities of their creations, inviting all to explore the diverse world of cider.
With a concerted effort to reshape perceptions and enhance visibility in the wine aisle, cider has a promising future.
By embracing its identity and fostering curiosity, America’s cider industry can regain its rightful place as a cherished beverage in the hearts of consumers nationwide.
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