Implementing direct-to-consumer sales has become a necessary strategy for many cideries. But blending storytelling, with customer education, and creating a strategic sales technique is key, especially for cideries that are using more traditional methods of cider production.
For Bristols Cider, the cider arm of Lone Madrone Winery, the move into DTC has been helped by a commitment to quality cider making along with storytelling to shape the way it approaches this growth — and the challenges that come with it.
By treating education as the foundation of their DTC strategy and leading with a production-first message, Bristols looks to build a customer base that not only appreciates quality but becomes part of the story behind every press.
“Customer education is our biggest issue,” said Lucas Meisinger, National Sales Representative for the California-based producer. “We press all our own juice and we price our ciders at a premium because it is so labor-intensive to make cider the way we do.”
While many competitors may purchase bulk juice from Washington at a lower price point, Bristols insists on sourcing apples locally and pressing them in-house. That process is more expensive, but Meisinger said it’s the only way they’ve found to achieve the quality they demand.
This focus on craftsmanship means their ciders often land at a higher price point, requiring additional explanation to consumers who may not immediately understand the value.
Bristols has responded by shifting how it presents its products. Premium releases are now bottled in 750 mL formats and served in a tasting room setting, where visitors can experience the nuance and terroir of each cider.
“In this environment, we have seen growth in our cider club, and rarely consumers questioning the price of our ciders once they know the journey they all go through to get into a bottle or can,” he said.
DTC shipping now accounts for 8% of Bristols’ total sales, though recent surges in shipping costs have added friction.
“We have had an incredible amount of pushback in the last 12 months about the steep increase of direct shipping,” Meisinger said. “It leads to us having to constantly communicate with our customers that we do not upcharge for shipping, the rates have just increased dramatically.”
To ease the impact, Bristols encourages cider club members and regular customers to pick up their orders in person when possible, offering a way to strengthen direct relationships while saving on costs.
Digital marketing remains the key driver for customer acquisition and retention. Meisinger said Bristols leans into transparency and authenticity when building its online presence.
“Being open about Bristols’ story and journey of cider making always gets us the most feedback,” he said. Platforms like Instagram and a mailing list help Bristols highlight the details of their process, giving followers a deeper understanding of what goes into each bottle.
“We try to make cider at the highest level and we enjoy sharing every step of that with the public,” he added.
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That commitment to process also informs Bristols’ brand messaging. Meisinger said their marketing strategy doubles down on what makes them different: the fruit, the fermentation, and the dedication to craft.
“We cannot compete in the wholesale market with how many other cideries are ‘producing’ their ciders by buying bulk juice,” he said.
Instead, Bristols views its wholesale activity more as brand exposure than a profit center.
“We focus on DTC and our cider club, and any wholesale presence is a marketing expense,” he said.
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