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[Hard] Cidermakers Need More [Cider] Apples!

[Hard] Cidermakers Need More [Cider] Apples!. Wisconsin Fresh Fruit & Vegetable Conference 2014. Charles McGonegal Herdie Baisden. ÆppelTreow Winery & Distillery. Maiden Rock Winery & Cidery. “S. Hard Cider is in the News. “Shake the Tree – The American cider renaissance has come”

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[Hard] Cidermakers Need More [Cider] Apples!

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  1. [Hard] Cidermakers Need More [Cider] Apples! Wisconsin Fresh Fruit & Vegetable Conference 2014 Charles McGonegal Herdie Baisden ÆppelTreow Winery & Distillery Maiden Rock Winery & Cidery

  2. “S Hard Cider is in the News “Shake the Tree – The American cider renaissance has come” – William Bostwick, Wall Street Journal, September 20, 2012 “Hard cider is filling more Americans’ beer glasses” – Jason Notte, MSN Money, April 5, 2013

  3. Hard Cider is in the News Locally “The buzz for hard cider is bubbling up in Wisconsin” – Anne Schamberg,Milwaukee Journal Sentinel, October 11, 2013 Nationally “Explore artisan cider all over the USA ” – Megan Pacella, USA Today, November 21, 2013

  4. Cider in the USA 1st cultivated apple trees planted in Boston by Blackstone in 1623 Apples became widely planted – encouraged by individuals like “Johnny Appleseed” (early 1800’s) Cider became widely established in 18th & 19th centuries (a ‘store’ of apples; payment for work; safe drink; family drink) – notably: 1726 – a village nr. Boston produced 10,000 barrels 1767 – 40 gallons annual per capita consumption In Massachusetts 1810 – 198,000 barrels made in Essex County, NJ (ca. 307,000 gallons distilled cider spirit) President John Adams popularized health benefits However, after mid 1800’s (as in UK) – urbanization, beer production…. plus ….. Temperance Movement …… poor quality >>>> 1915(ish) – only 13m gallons produced (55m gallons in 1899) 1919 – Prohibition 1990: 0.75m gal ….. 2004: 4.25 m gals …… 2011: 9.2m gals – Peter Mitchell, 2012

  5. World Map of Cideries United Kingdom: 300 United States: 202 Michigan, New York: 27 each Oregon, Washington: 20 each California: 15 Pennsylvania: 11 Massachusetts: 10 Virginia, Wisconsin: 8 each Vermont: 7 North Carolina: 6 Indiana, Maine, Texas: 5 each All Other States: 28 Spain: 115 Canada: 84 France: 75 Australia: 39 Germany: 33 Austria: 16 New Zealand: 10 Ireland: 6 Mexico: 5 Denmark, Japan: 4 each Norway: 3 Argentina, Czech Republic, Italy, Netherlands, South Africa: 2 each Chile, Indonesia, Israel, Switzerland: 1 each 910 Cider Producers in 23 Countries (Latest Update: August 21, 2013) – Eric West, 2013

  6. Cider Producers in Wisconsin ÆppelTreow Winery & Distillery1072 288th AvenueBurlington, Wisconsin 53105262 878 5345 Autumn Harvest Winery **19947 County Highway J, WI 54729715 720 1663 Bayfield Winery35096 County Highway IBayfield, Wisconsin 54814715 779 0121 Ciderboys2617 Water StreetStevens Point, Wisconsin 54481715 344 9310 Cider House of Wisconsin4259 Mahoney RoadMcFarland, Wisconsin 53558608 838 6797 Island Orchard Cider12040 Garrett Bay RoadEllison Bay, Wisconsin Maiden Rock Winery & CideryW12266 King LaneStockholm, Wisconsin 54769715 448 3502 White Winter Winery68323 Lea StreetIron River, Wisconsin 54847715 372 5656 Zydeco Cyder15662 County Highway IViola, Wisconsin 54664608 739 2937 ** Not included on the map. – Eric West, 2012

  7. 2012 Survey of Cider Producers in Virginia Six cider hard producer respondents All less than 10 employees (most under five) Total of ~11,150 cases produced last year Expect to produce ~16,750 cases next year Expect to produce ~33,100 cases in five years – Versen & Kelley, 2012

  8. Growth of Cideries – Peter Mitchell, 2012

  9. Growth of Cideries “Cider, or hard cider as Americans call it, promises growth in developed markets at a time when consumers are drinking less beer but are willing to pay more for premium products, such as independent "craft beer", flavored lagers or indeed cider.” – Philip Blenkinsop, 2012

  10. Growth of Cideries Bulmers (now owned by Heineken) is the world’s largest cider maker. Their brands include Strongbow, Bulmers Original and Woodpecker.

  11. Growth of Cideries – Peter Mitchell, 2012

  12. Growth of Cideries “Euromonitor expects U.S. cider sales to grow 10.6 percent on average, or 65 percent overall, from 2011 to 2016, with beer as a whole down 1 percent.” – Philip Blenkinsop, 2012

  13. Growth of Cideries – Peter Mitchell, 2012

  14. Growth of Cideries Vermont Hard Cider Company (owned by Ireland’s C&C Group) is the biggest US producer of cider with their Woodchuck brand.

  15. Growth of Cider by Breweries Feb. 2012 - MolsonCoors and SABMiller joint US venture Miller Coors bought Minnesota-based craft cider producer Crispin for a reported $40 million. Apr. 2012 - Boston Beer (maker of Samuel Adams) launched its Angry Orchard cider brands. May 2012 - Anheuser-Busch InBev launched its Michelob ULTRA Light Hard Cider. 2011 - Ireland’s C&C Group – which already produces Bulmers Irish Cider and Magners Original Irish Cider – “dipped a toe into the US cider industry by paying $25 million for California-based Hornsby’s cider”. Dec. 2011 - Their bigger splash was made when the C&C Group purchased Woodchuck Cider maker Vermont Hard Cider Company, for a reported $305 million. – Philip Blenkinsop, 2012

  16. Growth of Cider by Breweries HANG ONTO YOUR GLASS, FOLKS!! THERE MORE TO COME!!! Word is out that Budweiser (Anheuser-Busch InBev) plans to launch a new cider line, Johnny Appleseed, packaged in 5-6 different ways, including bottles and kegs.

  17. Growth Means Opportunity There are currently not enough hard cider apples (bittersweet, bittersharp) and perry pears grown in the US to meet demand. What better place to look for new cider fruit orchards than in Wisconsin? It's an opportunity for diversification in a fast growing market.

  18. Virginia Cider Producers Survey Findings Purchased ~16,350 bushels of apples to make hard cider this past season Less than 1,000 of these bushels were classified as specialized hard cider apples Five respondents (of six hard cider producers) said they’d produce more if specialized hard cider varieties were available at reasonable prices Four responded that specialized hard cider varieties would create additional brand appeal One-third of hard cider producers surveyed would pay up to 20% more for specialized hard cider apples, the other two-thirds would pay up to 50% more Four of five respondents indicated they’d enter into long-term financial arrangements to secure these specialized apples – Versen & Kelley, 2012

  19. Demand for All Kinds of Apples(& Pears?) – Peter Mitchell, 2012

  20. Categories of Apples for Cider- Claude Jolicoeur, 2013 - First choice – High sugar apples – Low acid apples Medium sugar apples Less suitable apples Special apples

  21. Categories of Apples for Cider- Claude Jolicoeur, 2013 - High sugar apples Varieties: – some cider apples (Porter Perfection) – most russets (Golden, Roxbury, Belle de Boskoop, Ashmead Kernel) – many high flavor late apples when well grown (Reine des Reinettes/King of Pippins, Sandow, Ribston, Honeygold) – some mild crabs (Bilodeau), Bramley's Seedling

  22. Categories of Apples for Cider- Claude Jolicoeur, 2013 - Low acid, tannic (bitter) apples Varieties: – sweet and bittersweet cider apples: Yarlington Mill (also high sugar), Tremlett’s Bitter, Bulmer’s Norman – some wild seedlings: Douce de Charlevoix – most pears

  23. Categories of Apples for Cider- Claude Jolicoeur, 2013 - Medium sugar apples Varieties: – many sharp and bittersharp cider apples: Breakwell Seedling, Stoke Red – many late and mid-season eating apples: Frostbite/Minn 447, Honeycrisp, Lobo, Wealthy, Haralson, Alexander, Winter Banana, Freedom

  24. Categories of Apples for Cider- Claude Jolicoeur, 2013 - Special apples Varieties: – Dolgo Crab is high sugar (SG 1060), imparts very special perfume and aroma, but acidity is high (TA>2%) – Kerr Crab is fairly similar to Dolgo, although not quite so acid – Geneva Crab and other redfleshed apples are usually very low in sugar and high in acid, but can add some nice pink color

  25. Categories of Apples for Cider- Claude Jolicoeur, 2013 - Less useful apples Varieties: – most early season apples: Yellow Transparent, William's Pride, Redfree, Duchesse, Melba – most mass production eating apples: McIntosh

  26. English & European Apples Used in Making Cider at Maiden Rock Bramley's SeedlingBrown's AppleBrown SnoutChisel JerseyEllis BitterKingston BlackMajorMedaille d'OrPomme GrisReine des PommesReine des Reinettes/King of PippinsSomerset RedstreakSt. Edmund's Russet (Pippin) Stoke RedSweet CoppinTolman SweetTremlett's Bitter

  27. North American Apples Used in Making Cider at Maiden Rock CortlandDolgo CrabEmpireEvereste CrabFameuseGolden DeliciousGolden HornetGolden RussetHaralsonHoneygoldHoneycrispLibertyMcIntoshNorthern SpyReinette Grise du CanadaWealthy

  28. Use Heirloom Apples – Such as Those Grown at Maiden Rock? Albermarle (Newtown) PippinBlack GilliflowerBlue PearmainCalville Blanc d’HiverColes QuinceCox Orange PippinEsopus SpitzenbergGolden PearmainGravensteinKandil SinapMaiden’s BlushRed SheepnoseReinette GrisRoxbury RussetSimirenko ReinetteTwenty-Ounce PippinWhite Winter Pearmain • Heirloom cultivars - small size low yield “funny” growth biennial bearing disease susceptible

  29. Use Heirloom Apples – Such as Those Grown at Maiden Rock? Claude Monet Still Life “Apples and Grapes”

  30. Albemarle Pippin Arkansas Black Ashmead’s Kernel Black Twig Bramley's Seedling Cherry Crab Dabinett Esopus Spitzenberg Gold Rush Grimes Golden Harrison Hewes Crab Hyslop Crab Kingston Black Lintz Northern Spy Parmar Winter Redfield Roxbury Russet Turley White Pearmain Winesap Virginia Cider Producers Most Desired Apples for Making Cider

  31. Honeycrisp Hard™ Maiden Rock’s Leading Cider

  32. Types of Apples Used for Cider – Peter Mitchell, 2012

  33. How Cider Apple Types Are Categorized Sharp: Acid(%) >0.45 Tannin(%) <0.20 Bitter-sharp: Acid(%) >0.45 Tannin(%) >0.20 Bitter-sweet: Acid(%) <0.45 Tannin(%) >0.20 Sweet: Acid(%) <0.45 Tannin(%) <0.20

  34. Cidermakers' Requirements Cider apples are not the same as eating apples. If you take a bite out of one, and it tastes so bitter that you want to spit it out, IT MIGHT BE A GOOD CIDER APPLE!!

  35. Cidermakers' Requirements There are some grower benefits to growing cider apples – some requirements might be more relaxed, while others might be more challenging • More Relaxed • Size, Condition, Appearance, Sorting • Cider is Has Local Aesthetic - local/regional/organic/low-input plusses • More Challenging • Ripeness / Harvest criteria - riper often desired, alternate harvest practices possible (e.g., mechanical harvesting)? • Orchard Management - low Nitrogen good, more sun a plus

  36. Cidermakers' Requirements – Peter Mitchell, 2012

  37. Alternative Markets Producing hard cider offers major benefits to apple orchards, whether they choose to increase production and add additional acres of “hard cider trees,” or if farmers simply use existing varieties to diversify their business.

  38. Major Benefits to Apple Orchards Apple and other fruit growers who have suffered from frosts and bad weather in recent years, have benefited from adding hard cider into their business model, as it is not nearly as susceptible to these unpredictable occurrences. Some producers grow specific varieties of apples to produce hard cider. Producers can use apples from their crops that have been damaged by storms.

  39. Major Benefits to Apple Orchards Hard cider can also be made from apples that are high quality, but that are not as aesthetically pleasing to sell on the fresh fruit market, and would otherwise be sold at a loss or thrown away. Hard cider is a value-added product, and can rein in significant value for producers than simply selling the same apples as seconds for the fresh fruit market.

  40. Cortland Apples, Commercial vs. Cider Orchard- Claude Jolicoeur, 2013 -

  41. Cider Fruit Challenges • Can different management regimes co-exist? • No Direct-To-Consumer market - wholesale margins at best • Cider Mill Differences - low free run / pomace handling change (yield can be similar) • Cider Doesn't Command Wine Prices (so cider fruit $ < wine grape $)

  42. Alternative Markets Growing Contracts - cidermakers exploring them in Pacific NW and Virginia; will become more common Open Field - few growers means selling out at $8/gal for tankers Different Retail Market - home cidermakers - increase in amount and juice 'quality' cultivars)

  43. Alternative Markets – Peter Mitchell, 2012

  44. Survey of Wisconsin Apple Growers’ Interest in Growing Apples for Hard Cider Production Please help us gauge your interest by filling out our survey on paper, or online: https://www.surveymonkey.com/s/8ZSM2LZ What better place to look for new cider fruit orchards than in Wisconsin?!

  45. References & Bibliography Blenkinsop, P.. 2012, Insight: Cider, the golden apple of brewers’ eyes, http://www.reuters.com/article/2012/12/20/us-brewing-cider-idUSBRE8BJ0AX20121220 Bostwick, W. 2012, Shake the Tree: The American cider renaissance has come, http://online.wsj.com/news/articles/SB10000872396390444301704577631452191835924 Business in the Community. 2012, Bulmers, Sourcing Apples in Rural Herefordshire, http://www.bitc.org.uk/our-resources/case-studies/bulmers-sourcing-cider-apples-rural-herefordshire C&C group plc. 2013, C&C Brands, http://www.candcgroupplc.com/brands/ciders Gustafson, C. 2013, Schumer bill would take a bite out of hard apple-cider makers’ tax burden, http://polhudson.lohudblogs.com/2013/09/20/schumer-bill-would-take-a-bite-out-of-out-hard-apple-cider-makers-tax-burden/ Jolicoeur, C. 2013, The New Cider Maker’s Handbook: A Comprehensive Guide for Craft Producers, http://download-free-ebooks.in/new-cider-makers-handbook-comprehensive-guide-craft-producers-claude-jolicoeur/ Mitchell, P. 2012, The Cider Market & Industry, 2012 Northwest Cider & Perry Seminar, Cider & Perry Academy, Newent Gloucestershire18 1DA Notte, J. 2013, Hard cider is filling more Americans’ beer glasses, http://money.msn.com/now/post.aspx?post=cadc7572-60a5-4136-9b31-e315e8d41da5 Pacella, M. 2013, Explore artisan cider all over the USA, USA Today, http://www.usatoday.com/experience/food-and-wine/best-of-food-and-wine/2013/cider-resurges-in-america/3655207/ Peck, G., Versen, S., & Kelley, M. 2012, In: Hard Cider Production in Virginia, 2012 survey of apple growers’ interest in growing apples for hard cider production (pdf) Schamberg, A. 2013, The buzz for hard cider is bubbling up in Wisconsin, Milwaukee Journal Sentinel, . http://www.jsonline.com/features/food/the-buzz-for-hard-cider-is-bubbling-up-in-wisconsin-b99106055z1-226777671.html Versen, S. & Kelley, M. 2012, In: Hard Cider Production in Virginia, 2012 survey of cideries in Virginia (pdf) West, E. 2012, Cider Guide: The world guide to cider, perry and related drinks, http://www.ciderguide.com/cider-maps/ Whiriskey, J. & McCarthy, P. 2005, Eds. Fact Sheet No. 60: Apple Growing for Cider Production, Teagasc Mellows Development Centre, Athenry, Co, Galway.

  46. [Hard] Cidermakers Need More [Cider] Apples! Wisconsin Fresh Fruit & Vegetable Conference 2014 Charles McGonegal Herdie Baisden ÆppelTreow Winery & Distillery Maiden Rock Winery & Cidery

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