Supported by the Australian Government’s A$50 million Export and Regional Wine Support Package, the A$500,000 investment aims to market craft cider brands overseas.
Wine Australia partnered with Cider Australia and consultant Guy Taylor to develop a marketing strategy for the program.
Cider Australia launched the new branding program at the Australian Cider Forum and the eighth annual Australian Cider Awards in Sydney.
“I’m incredibly proud that we are the first country to develop a cider trust mark. Authenticity is very important to our industry. The trust mark will help consumers to recognise what makes Australian craft ciders unique – a premium beverage made with 100% Australian grown apples or pears. This initiative also aims to drive significant growth for the Australian craft cider community, raising its profile both domestically and internationally,” Cider Australia president and craft cider producer Sam Reid said.
The new trust mark will be placed on selected craft ciders in retail outlets starting in November and it will be rolled out more widely over the summer. Wine Australia said the next phase of the A$500,000 investment will be to develop a go-to-market strategy. Craft cider makers will be able to maximise its impact in the sector with export analysis toolkit, brand and go-to-market collateral.