The Australian cider industry1 has launched a series of education videos to market Australian craft cider overseas.
Supported by the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package), the education videos feature Drinks writer and backyard cider maker Max Allen and Master Sommelier Sebastian Crowther who discuss the flavours, styles and production methods that make Australian craft cider unique.
The videos have been developed to support the recently launched Australian Cider Guide, which is available in English, Simplified Chinese and Japanese, as part of a broader marketing strategy to target key export markets. The videos will also lead the promotion of Australian Cider Day on 14 March 2021.
Cider Australia, the industry’s peak body, is planning to run consumer and trade activities in Japan and promotions in other Asia Pacific countries later this year.
As part of the $50m Package, Cider Australia has partnered with Wine Australia to develop resources and deliver capability training for cider exporters. Along with other initiatives delivered as part of the Government’s $50m investment, including the ‘100% Australian Grown’ trust mark, a brand proposition, a go-to-market strategy (GTM) and export market guides for key markets, the Australian Cider Guide is expected to play a pivotal role in communicating the story of Australian craft cider overseas.
The Australian Government’s $500,000 Cider program has delivered cider producers access to export market data, brand and GTM collateral, as well as other resources to fine tune their export strategies and grow sales in international markets.
The new education videos and the Australian Education Guide can be viewed here.