People will soon be able to easily identify Australian cider makers, apple growers and pear growers with the launch of Cider Australia’s ‘100 per cent Australian grown’ trust mark.
Cider Australia and Wine Australia worked closely to launch the brand proposition at the eighth annual Australian Cider Awards in early October.
The push to promote Australian made cider comes with help from the Australian government, which is investing $500,000 in the craft cider industry over two years to build a brand proposition and marketing strategy aimed at boosting exports.
The investment is part of the $50 million export and regional wine support package.
Australian minister for agriculture and water resources David Littleproud said the new mark would boost Australian craft cider sales around the world.
“Australia is known for producing the best food in the world and now our cider makers can take advantage of that reputation.
“This is another way we’re showing customers they’re getting quality Aussie produce,” he said.
“This will put more demand on Aussie apples and pears, so growers can make a quid. Consumers want to support Aussie farmers and this empowers them to do that,” said Littleproud.
The purpose of the funding is to build knowledge of potential export markets and to develop improved understanding for accessing these markets.
Cider Australia and Wine Australia have engaged internationally experienced brand strategist, Guy Taylor, to develop a brand proposition to market Australian craft cider internationally that can be leveraged by Australian cider producers.
A further step will be to develop a Go-To-Market strategy and a ‘toolkit’ to assist producers to understand prospective export markets and navigate the rules and complexities associated with exporting to those markets.
The Australian wine sector has developed an international reputation and exports 61 per cent of its production.
The aim is to achieve growth through building export markets for the cider industry as well.
The program is designed to increase the number of producers exporting from 7 to 20, and increase export revenue from $16.5m to $20m by 2019-20.