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News
First industry-wide cider campaign launched in UK
Inspired by the challenges faced and continuing to be overcome in 2020 due to Covid-19, more than 30 producers have banded together to launch Discover Cider: the UK’s first industry-wide cider campaign.
Uniting craft cidermakers to long-standing traditionalists and larger industry stalwarts, launched yesterday was a new marketing initiative that sees cider’s rich heritage placed in a modern context, as the cidermakers promote themselves around three common themes: diversity – of both style and occasion; community – whether it’s cider’s rich heritage, orchards for the people, or metropolitan Cider Clubs; and cider’s green credentials.
Over the next three months, consumers are being invited to Discover Cider, with a chance to win mixed cases of cider by sharing their own cider stories, alongside opportunities to visit producers and to meet the makers via a rich programme of events and tastings, virtual and otherwise.
“#DiscoverCider is going to fire up your taste buds and open your eyes to the world of cider,” said cidermaker Tom Oliver.
“My hope is that Discover Cider reaches people outside of the inner cider circle, giving them a taste of the rich and diverse world behind this wonderful drink,” added Kentish Pip’s Sam Mount.
Discover Cider has launched a website, discovercider.com, alongside a Twitter, Instagram and Facebook accounts.
Highlights so far include:
- rock and roll endorsement of cider from Pretenders drummer, Martin Chambers
- getting back to nature with glamping amid the orchards on Kentish Pip’s Woolton Farm, near Canterbury
- how the Mayor of Hereford, Cllr Kath Hey, fell in love with cider
- a recipe and cider match from BBC Food & Farming Drinks Producer of the Year, Ross-on-Wye Cider & Perry Co
- videos from award-winning photographer, Bill Bradshaw
- hitting the Cider Campaign Trail with Cider George, a nationwide tour
As the campaign proceeds, various facets of cider will feature. For those who want to get involved, harvest volunteering opportunities will loom large. Starting September, #DiscoverCider hour and takeovers on twitter will enable all to share and join in. Expect harvest feasts throughout, as chefs, sommeliers and bar staff from restaurants and pubs, bars and homes, throw the spotlight on cider in cooking and offer top cider and food pairing tips.
Proceedings kicked off yesterday with an introduction to the campaign from campaign manager, Gabe Cook, aka The Ciderologist, on Discover Cider’s Instagram channel.
“Cider is more than just a drink,” said Cook.
He added, “It is a community of diverse, friendly and welcoming people, places and occasions. It represents the best of British drinks. So why not join us as we Discover Cider?”