News / Economy

Taste for Hard Cider Grows in US

The Vermont Hard Cider Company produces Woodchuck Amber, the bestselling cider in America. (VOA/N. Keck)
The Vermont Hard Cider Company produces Woodchuck Amber, the bestselling cider in America. (VOA/N. Keck)
Nina Keck
MIDDLEBURY, Vermont — More Americans are quenching their thirst with hard cider. In 2011, U.S. sales of the alcoholic beverage made of fermented apple juice were up 20 percent over the previous year, according to the U.S.-based Beer Institute.

There were about 5.6 million cases of hard cider sold in the U.S. in 2011. At the same time, mainstream beer sales are down.

While cider still makes up only a tiny fraction of the U.S. alcohol industry, small producers are sprouting up across the country, and the nation’s two largest beer companies have recently entered the cider market.

Hard cider isn’t new. In the 1700s and 1800s, it was the drink of choice for early Americans. But as German immigrants brought their beer-making skills to America, cider fell out of favor.

The drink’s popularity took another blow in the 1920s, during Prohibition, when alcoholic beverages were banned in the United States.  But today, hard cider is making a comeback.

Bob Caloutti, who sells beer and wine in Rutland, Vermont, carries several brands of hard cider.

It is a small niche market, he says, but sales are growing fast among men and women.

“Oh, I definitely think the potential is there," Caloutti says. "Cider has been around forever and then if you throw in the gluten-free aspect, there’re a lot of people who can’t have gluten, which is obviously a common factor in beer, so I think cider is here to stay.”

The bestselling cider in America is Woodchuck Amber, which has been made in Vermont since 1991.  

“When I started with the company way back when, all we heard was, ‘No.’  People didn’t know what hard cider was," says Bret Williams, who heads The Vermont Hard Cider Company, which makes Woodchuck and handles three other brands of cider. "Now I’m worried about whether we can keep up with demand and make enough product.”

At the Vermont headquarters, Williams walks past bottling equipment that sterilizes, fills, caps and labels nearly 600 bottles of cider per minute. Still, because it's hard to keep up with demand, this summer construction began on a new $24 million headquarters which will more than double the company’s output.

“In this economy, to be talking about any growth at all is pretty amazing," says Williams. "The fact that we’re growing by over 30 percent annually and we needed an entirely new building is phenomenal, and I pinch myself every day, and that’s been going on the last five years.”

Woodchuck’s popularity has helped spur an explosion of small craft cider producers across the country. Major beer companies do not want to miss out.

MillerCoors recently purchased the Crispin Cider Company of Minnesota, while Anheuser-Busch recently launched Michelob Ultra Light Cider.

“When the major players get involved in a category, we’re going to bring a lot of interest to the segment,” says Paul Chibe, vice president of marketing for Anheuser-Busch.

How much major companies will help grow the fledgling cider industry is unclear.  The U.S. cider market is small, less than one percent of the beer industry. That is nothing compared to Britain, where cider makes up more than 15 percent of the beer market.

Chibe says it is unlikely the U.S. cider market will ever grow that large.  Still, he sees tremendous potential.

“When you look at the profiles, you think about consumers’ interest in variety," he says. "You see how big the white wine segment is in the U.S. and its broad appeal. There’s no reason why cider can’t be significantly larger in our market.”

That growth is something the Vermont Hard Cider Company is counting on. Despite adding a third shift, the company can hardly keep up with demand.

“The product that you see on the conveyor right here is going to go on that pallet," Williams says. "The fork truck is going to pick it up and it’s going to go right on a truck and it’s out the door.”

Their new expanded bottling facility will help. But Williams already expects to expand again in three-to-four years.

You May Like

Lesotho Faces New Round of Violence, Political Crisis

Brutal killing of military officer has sent former leaders back into S. Africa where they're watching anxiously as regional officials head in to try to restore peace More

Video US Diplomat Expects Adoption of Bosnian Massacre Anniversary Resolution

Samantha Power says there's broad consensus about killings in Bosnia's war, but Russia calls resolution 'divisive,' backs UN countermeasure More

UN Report Exposes Widespread Boko Haram Atrocities

Damning report graphically details pattern of vicious, widespread atrocities committed by Islamist militants More

This forum has been closed.
Comment Sorting
Comments
     
by: D from: Detroit
August 23, 2012 12:42 PM
I have Celiac disease, which means I must adhere to a gluten free diet. I loved to drink beer before my diagnosis, but now that is out of the question, though I can have wine and hard liquor. But sometimes, having a beer was a nice, casual and refreshing way to drink moderately - which is why I order hard cider now instead. According to the University of Chicago's Celiac Disease clinic, 1 in 33 Americans have some sort of gluten intolerance, though the majority are unaware of it. I think the growing awareness of the disease is leading many to turn to gluten free options - including the growth of the hard cider industry. I'll be drinking hard cider instead of beer for the rest of my life now.

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Olympics Construction Scars Sacred Korean Mountaini
X
July 02, 2015 4:10 AM
Environmentalists in South Korea are protesting a Winter Olympics construction project to build a ski slope through a 500-year-old protected forest. Brian Padden reports that although there is strong national support for hosting the 2018 Pyeongchang Winter Olympics, there are growing public concerns over the costs and possible ecological damage at the revered mountain.
Video

Video Olympics Construction Scars Sacred Korean Mountain

Environmentalists in South Korea are protesting a Winter Olympics construction project to build a ski slope through a 500-year-old protected forest. Brian Padden reports that although there is strong national support for hosting the 2018 Pyeongchang Winter Olympics, there are growing public concerns over the costs and possible ecological damage at the revered mountain.
Video

Video Xenophobia Victims in South Africa Flee Violence, Then Return

Many Malawians fled South Africa early this year after xenophobic attacks on African immigrants. But many quickly found life was no better at home and have returned to South Africa – often illegally and without jobs, and facing the tough task of having to start over. Lameck Masina and Anita Powell file from Johannesburg.
Video

Video Family of American Marine Calls for Release From Iranian Prison

As the crowd of journalists covering the Iran talks swells, so too do the opportunities for media coverage.  Hoping to catch the attention of high-level diplomats, the family of American-Iranian marine Amir Hekmati is in Vienna, pleading for his release from an Iranian prison after nearly 4 years.  VOA’s Heather Murdock reports from Vienna.
Video

Video UK Holds Terror Drill as MPs Mull Tunisia Response

After pledging a tough response to last Friday’s terror attack in Tunisia, which came just days before the 10th anniversary of the bomb attacks on London’s transport network, British security services are shifting their focus to overseas counter-terror operations. VOA's Henry Ridgwell has more.
Video

Video Obama on Cuba: This is What Change Looks Like

President Barack Obama says the United States will soon reopen its embassy in Cuba for the first time since 1961, ending a half-century of isolation. VOA White House correspondent Luis Ramirez reports.
Video

Video Hate Groups Spread Influence Via Internet

Hate groups of various kinds are using the Internet for propaganda and recruitment, and a Jewish human rights organization that monitors these groups, the Simon Wiesenthal Center, says their influence is growing. The messages are different, but the calls to hatred or violence are similar. VOA's Mike O’Sullivan reports.
Video

Video US Silica Sand Mining Surge Worries Illinois Residents, Businesses

Increased domestic U.S. oil and gas production, thanks to advances known as “fracking,” has created a boom for other industries supporting that extraction. Demand for silica sand, used in fracking, could triple over the next five years. In the Midwest state of Illinois, people living near the mines are worried about how increased silica sand mining will affect their businesses and their health. VOA’s Kane Farabaugh has more in this first of a series of reports.
Video

Video Blind Somali Journalist Defies Odds in Mogadishu

Despite improving security in the last few years, Somalia remains one of the most dangerous countries to be a journalist – even more so for someone who cannot see. Abdulaziz Billow has the story of journalist Abdifatah Hassan Kalgacal, who has been reporting from the Somali capital for the last decade despite being blind.
Video

Video Texas Defies Same-Sex Marriage Ruling

Texas state officials have criticized the US Supreme Court decision giving same-sex couples the right to marry nationwide. The attorney general of Texas says last week's decision did not overrule constitutional "rights of religious liberty," and therefore officials performing wedding services can refuse to perform them for same-sex couples if it is against their religious beliefs. Zlatica Hoke reports on the controversy.
Video

Video Rabbi Hits Road to Heal Jewish-Muslim Relations in France

France is on high alert after last week's terrorist attack near the city Lyon, just six months after deadly Paris shootings. The attack have added new tensions to relations between French Jews and Muslims. France’s Jewish and Muslim communities also share a common heritage, though, and as far as one French rabbi is concerned, they are destined to be friends. From the Paris suburb of La Courneuve, Lisa Bryant reports about Rabbi Michel Serfaty and his friendship bus.
Video

Video Saudi Leaks Expose ‘Checkbook Diplomacy’ In Battle With Iran

Saudi Arabia’s willingness to wield its oil money on the global diplomatic stage appears to have been laid bare, after the website WikiLeaks published tens of thousands of leaked cables from Riyadh’s Ministry of Foreign Affairs. VOA's Henry Ridgwell reports.
Video

Video In Kenya, Police Said to Shoot First, Ask Questions Later

An organization that documents torture and extrajudicial killings says Kenyan police were responsible for 1,252 shooting deaths in five cities, including Nairobi, between 2009 and 2014, representing 67 percent of all gun deaths in the areas reviewed. Gabe Joselow has more from Nairobi.

VOA Blogs

World Currencies

EUR
USD
0.9012
JPY
USD
122.90
GBP
USD
0.6400
CAD
USD
1.2582
INR
USD
63.438

Rates may not be current.