​Cider Corner: Exploring the Benefits of Non-Traditional Venues​

​Working at getting your​ cidery’s brands in the hands of consumers is always key. The typical thoughts outside your own tasting room turn to traditional on- and off-premise shelves such as grocery stores, bars, and bottle shops.

But working on getting your brand into a different kind of venue can be beneficial as well.

Philadelphia’s Original 13 Ciderworks is exploring places like nail salons to get placement.

“I love getting my nails done and the pre-COVID I loved having a glass of wine while I was getting a mani/pedi,” said assistant GM ​Petra Manchina​. “I’d love to have a cider in the salon.”

​Manchina pointed out that it’s always important to reach a wider and new consumer base.

​”​Increased exposure will lead to increased sales and therefore an increase in profits, which will lead to my boss thinking I’m doing my job correctly​,” she joked.

2 Towns Ciderhouse has found that big opportunities that you know right away are going to have a big impact on your success are usually pretty rare, but the little opportunities that you lean into and take full advantage of, end up adding up to become the real drivers of success.

“We’re always looking for opportunities to simply give people a chance to try our products, as that is the most effective form of marketing when you’re focused on the quality of ingredients and processes,” said Marketing Director Scott Bugni. “There are lots of creative opportunities to find people where they are and offer them that opportunity (although that has certainly been more difficult during the pandemic).”

2 Towns has done samplings at farmers’ markets, home improvement shows, comic cons, and such.

“Beyond that, we also look for opportunities for folks to enjoy our cider wherever they are already having fun and enjoying themselves; marathons, festivals, local sports,” Bugni said. “Wherever we can enhance and participate in that enjoyment with them, we see it as a great opportunity to create a meaningful connection with the brand that they hopefully remember, maybe even when making their next purchase decision.”

Swilled Dog is getting some play and consideration in theme parks and stadiums now that bigger sporting events are happening and theme parks are starting to open back up, said the cidery’s Kim Kirk.

“These options can expose our brand to a large crowd in a short amount of time,” she said. “Big events are also great opportunities for fans to share their experiences with your brand on social media, which expands our visibility and reach.”

Bugni added that the deep understanding of those venues and their audience as one of the audience members yourself sets you up well to be able to participate in that space in an authentic and impactful way.

Photo courtesy Original 13 Ciderworks

Leave a Reply

Your email address will not be published. Required fields are marked *