Why the world is about to see more Canadian cider

Canadian non-profit association for cider makers Cider Canada has received federal support to expand into international markets. db looks into what this could mean for the category’s prosperity.

The group, which was founded in 2021 and is also known as Cidre Canada, brings together more than 165 professional and amateur cider producers and advocates for industry regulations, works to boost the category and its hallmarks for quality via the Canadian Cider Awards and works to expand the cider market both nationally and globally.

The moves comes at a time when the US President Donald Trump’s 25% tariffs on Canadian imports led to sales of US drinks slumping in Canada. While the rift continues, the question of whether or not this will affect sales of Canadian cider sales in the US is still being considered by federal departments.

Global cider resurgence

Despite these considerations, a resurgence in cider is being celebrated across the international market with “emerging and exciting flavour profiles” and “experimentation” all becoming buzzwords for the category.

Ciderologist and chair of judges for the International Cider Awards, Gabe Cook told db: “As the industry is flourishing, it’s really interesting to see that it’s not so much flavoured ciders that are the driver of the segment, like we’ve seen previously in the 2010’s. It’s actually back to the classic. It’s back to apple.”

The support that Cider Canada is set to see kicks off with a two-year project which will strengthen market intelligence, national export branding and relationships with international buyers.

According to the group, the new two-year initiative is due to “strengthen the export readiness, international visibility and long-term competitiveness of Canada’s cider industry”.

According to Grand View Research, the cider industry is projected to grow across the board internationally. As of 2024, Europe was the largest in market share at 37%, a number credited to both a cider history and a commitment to innovation, especially for younger generations of drinkers.

Investment

To keep up, the investment for Canadian cider comes from Agriculture and Agri-Food Canada (AAFC), the federal department that oversees Canada’s farming and food industries, which manages rules, funding and research to help farmers and food businesses grow safe food and make a profit.

As part of the initiative, the AAFC will provide Cider Canada with a contribution of up to CA$98,450 (£52,150) through its “AgriMarketing Program” which is under the “Sustainable Canadian Agricultural Partnership” which is specifically for its project named “Elevating Canadian Cider: A Strategic Initiative to Expand into International Markets”.

In addition to this, Cider Canada will also provide an equal contribution, bringing the total approved project value to CA$196,900 (£104,342)

The project, which will run until 31 March 2028, is anticipated to help Canadian cider producers better understand priority markets, develop a coordinated national identity for international promotion, and establish relationships with importers, distributors, retailers and other prospective buyers.

The project will also support: research and analysis of the Canadian and UK cider markets; development of a bilingual Canadian cider export brand and marketing toolkit; digital resources, multimedia storytelling and training to support export readiness; Canadian tasting events and engagement with domestic and international buyers; and a targeted trade mission to the UK, including business-to-business meetings and product showcases.

Building international relationships

Speaking about the investment, Cider Canada/Cidre Canada executive director Barry Rooke told db: “Canadian cider has a strong and distinctive story to tell. This investment will help Canadian cider producers better understand where the opportunities are and build meaningful relationships with potential buyers. By working together nationally, we can open doors and create opportunities that many producers would find difficult to pursue on their own for a product that deserves to be further showcased internationally.”

Minister of agriculture and agri-food Heath MacDonald explained that: “the Canadian cider industry is an important part of our nation’s vibrant food and beverage sector, offering unique, high-quality products rooted in Canadian agriculture”.

MacDonald added: “By supporting projects like this, our government is helping producers develop the tools and international relationships they need to compete and grow. Together, we are opening new doors for exporters and enhancing Canada’s reputation for excellence.”

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