With alcohol consumption declining, particularly among younger Millennials and older members of Generation Z, cideries are adapting strategies to stay relevant in a changing market.
Some are shifting their positioning, while others are leaning into health-conscious messaging and digital marketing to reach new audiences.
For Atomic Dog in Gettysburg, Pennsylvania, the approach is centered around simplicity and health-conscious messaging. Social Media and Events Manager Kat Gregory sees the shift toward wellness as an opportunity rather than a challenge.
“We love the collective push to lead a healthier lifestyle, as we regard ourselves as early adopters of this movement,” Gregory said. “This is precisely why we make our cider the way we do; our power lies in our simplicity.”
Atomic Dog promotes the nutritional benefits of its products, emphasizing that its Original brand contains only three ingredients — apples, carbonation, and sulfites — with no added sugar.
“A 12-ounce serving of our Original hard cider boasts 100 calories. Our cider contains a variety of antioxidants, including polyphenols, flavonoids, and phenolic acids, which help your body defend itself against free radicals that contribute to aging, inflammation, and disease,” Gregory said. “A healthy life is a wealthy life, and we want you to be rich!”
As cideries navigate a market where alcohol consumption is evolving, they are finding ways to position their products in a way that resonates with modern consumers.
Bleecker Wheeler, founder, and cider maker at Watson Wheeler in Shaftsbury, Vermont, acknowledges that cider already occupies a niche in the alcohol industry, often overshadowed by beer, wine, and spirits. For Watson Wheeler, the priority is not just competing with other alcoholic beverages but changing consumer perception of cider’s place in the market.
“Cider already takes a back seat to the big three, so in our case, we are more concerned with getting consumers to think of high-end cider as an alternative to wine instead of an alternative to beer,” Wheeler said. “Cider is, after all, more similar to wine than beer in terms of production, but thanks to larger producers and distributors, as well as an ABV closer to beer, people mistakenly associate it as such.
“We’re trying to change that.”
Watson Wheeler Cider focuses on producing a hyper-local product that reflects its regional identity, using only natural and locally sourced ingredients.
“Sure, if you want a low ABV, sweet, and gluten-free option, you can grab a bottle of Angry Orchard at pretty much any gas station in the country,” he said. “But if you’re looking for something that is thoughtfully crafted, has the complexities and elegance of a fine wine, and is a true expression of the place where it’s made, then a bottle of Watson Wheeler Cider is exactly that.”
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Understanding that younger consumers are tech-savvy and active on social media, Atomic Dog has leaned heavily into digital marketing to relay these terms.
“We go to them,” Gregory said. “I design monthly editorial calendars to best connect with our followers, ranging from educational topics to fun national holidays. Most recently, I tackled the topic of tannins with our Cider Fans — tannins are the reason our cider has its distinct crisp apple taste and mouthfeel.”
Atomic Dog looks to maintain an active presence on Instagram and Facebook, engaging directly with consumers.
“I post daily, and I especially love to post fan photos,” Gregory said. “These are photos our fans submit to us of them enjoying our products. We have cider fans across the nation!
“Folks can purchase our cider online via our website as well as in a myriad of beer and wine stores.”
Beyond social media, Gregory takes Atomic Dog’s message directly to consumers at festivals and events, often targeting younger drinkers.
“Attending festivals that are home to younger folks is another way we seek to spread the word on a healthier alcohol option to this interested cohort,” she said.
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