The Business Strategy Behind Milk & Honey Cider’s Vermouth Line

Courtesy Milk & Honey Ciders

As the craft cider industry continues to evolve, finding ways to venture into new categories means the need to have a forward-thinking approach to expanding your brand while staying true to your roots.

By leveraging regional ingredients, strategic partnerships, and consumer education, a cidery like Milk & Honey is positioning itself at the intersection of tradition and innovation, opening the door to new markets and growth opportunities.

Minnesota-based Milk & Honey Ciders has built its reputation on producing complex, tannic ciders using Heirloom and Heritage apple cultivars. Now, the cidery is expanding beyond its core products to venture into the world of vermouth. It’s a move that aligns with its philosophy of crafting unique, historically rooted beverages while opening new business opportunities.

“For us, it’s all about tradition,” said Pat Martin of Milk & Honey Ciders. “We partner with growers to produce aromatic and interesting ciders, and over time, we’ve introduced unique styles like ice cider and pommeau. With each of these, we’ve had to educate consumers on the history and craft behind them.

“Vermouth follows the same path—it has a deep history, and we’re excited to bring that story to our audience.”

The move into vermouth required careful consideration, particularly in sourcing and integrating botanicals into the cider-based formula. Milk & Honey collaborated with 3LECHES, a company specializing in botanical beverages, to create a product that reflects the terroir of the Midwest.

“3LECHES is doing really interesting work in the non-alcoholic space, and they bring expertise in botanicals that complements our cider production,” Martin said. “(3LECHES co-founder) Marco (Zappia) worked closely with local botanical gardeners and farmers, even foraging for some of the elements we used.

“Everything in this blend was grown in Minnesota.”

The resulting vermouth is a blend of cider, wine, a hint of brandy, and locally sourced botanicals, creating a product that fits into both the cider and vermouth categories. However, one challenge has been consumer education, as many people are unfamiliar with vermouth outside of its use in classic cocktails.

“A lot of folks have never tried vermouth on its own,” Martin said. “When I offer it to buyers or consumers, they often assume it’s just for a Manhattan or Martini. While it’s great in cocktails, there’s a whole world of vermouth culture where people drink it on its own, especially in places like France, Italy, and Spain.

“We see this as an opportunity to introduce a new experience to our customers.”

READ MORE: Switching From Beer to Cider and Back

With a product that bridges multiple beverage categories, Milk & Honey has been strategic about its sales approach.

“We launched this vermouth in on-premise accounts first, working with a few dozen partners who put it on their menus,” Martin said. “From there, we opened it up to wholesale distribution so people could bring it home to experiment with in their own cocktails or enjoy it neat.”

For Milk & Honey, this expansion is more than just a single product launch — it’s part of a larger strategy to differentiate itself in the craft beverage industry.

“The craft beverage space is evolving, and consumers are more informed than they were ten years ago,” Martin said. “They recognize high-quality, unique products, and that’s what we’re aiming for. Finding a niche that showcases our strengths as a producer is key.

“This vermouth fits that vision perfectly.”

Be the first to comment

Leave a Reply

Your email address will not be published.


*