What communicators can learn from the rise of (hard) cider

It’s time to talk apples — and not the iPhone variety. Cider is one of my favorite beverages — but it’s also a good opportunity to take a look at an industry that is finding popularity from a whole new group of followers and rebranding itself along the way.

A recent Time article reports that hard cider sales increased 85 percent in 2012 from the year before. From an outside perspective, the industry is doing everything right. So, what can communications practitioners learn from the ascendant popularity of cider?

Here’s a look at a few things cider has done to be the apple of everyone’s eyes:

Told a story

The cider industry has a history, which provides a great story for cider as a whole. This article in Nation’s Restaurant News describes how the recent rise in cider sales is “merely a repeat of American history.” (It was a drink of choice for John Adams and Thomas Jefferson.)

Two Virginia cideries showcase examples of the stories of individual cideries within the industry as well. Bold Rock’s founder wanted to bridge the gap between wine and beer lovers. Blue Bee Cider’s founder was an office worker for years before deciding to go to cider school and do something totally different. The consensus? They all have a story to tell. The takeaway? No matter your brand or product, make sure you have a vision/story/tale to tell consumers about how you got where you are.

Provided messaging that works

If you Google popular cider companies — from Crispin to Woodchuck to Angry Orchard — and spend a little time on their websites, you’re likely to see the words “gluten free” and “artisanal.” This messaging shows that cideries are aware of their target demographics and include words that will be meaningful to their audiences.

Responded to a consumer need

Success follows need, and an industry is only going to do well if there is a need for what is being offered. Think about the microwave — it answered a need for a convenient and fast way to prepare food. Though all kinds of people enjoy cider, cider is an answer to a need for those with food allergies, as it’s a beverage those with gluten allergies can drink.

Provided education for consumers

Consumers don’t know always know what they need. It’s up to communicators and brands to explain how a product is innovative or what it can do to make life easier. Most cider companies have an educational aspect to their websites, responding to common questions like how cider is different from beer and wine and how cider is made, to name a couple.

Followed a trend

The craft beer industry is on the rise, and the cider industry is becoming a part of that larger craft trend. The Washington Post highlights the industry relationships in an article this week, pointing out that cider makers are “sometimes borrowing flavors and techniques from their craft-brewer cousins.”

For those locals that want to learn more about the growing cider industry, Cider Week Virginia is coming up November 15–24.

Cheers!

(Image from rumpleteaser on Flickr.)