From celebratory sparkler to thirst quenching pint, from farmhouse cider to top table menu matcher, the world of cider is blossoming and the British public are being invited to join in.
Inspired by the challenges faced and continuing to be overcome in 2020, more than 30 producers – from craft cidermakers to long-standing traditionalists and larger industry stalwarts – have banded together to launch Discover Cider: the country’s first industry-wide cider campaign.
Placing cider’s rich heritage securely in a modern context, the cidermakers are uniting around three common themes: diversity – of both style and occasion; community – whether it’s cider’s rich heritage, orchards for the people, or metropolitan Cider Clubs; and cider’s impeccably green credentials.
Over the next three months, consumers are being invited to Discover Cider, with a chance to win mixed cases of cider by sharing their own cider stories, alongside opportunities to visit producers and to meet the makers via a rich programme of events and tastings, virtual and otherwise.
“You think you know what cider is?” says award-winning cidermaker Tom Oliver. “Think again! #DiscoverCider is going to fire up your taste buds and open your eyes to the world of cider.”
“My hope is that Discover Cider reaches people outside of the inner cider circle,” says Kentish Pip’s Sam Mount, “Thus giving them a taste of the rich and diverse world behind this wonderful drink.”
As the campaign gets under way, Discover Cider launches its website, discovercider.com, alongside its Twitter, Instagram and Facebook accounts.
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