The cider market has evolved significantly with consumers increasingly seeking authentic, locally sourced products, admits Jonathan Amorim of Apple Outlaw.
To stay competitive, the Oregon cidery recently announced a move into cans along with a brand refresh. Amorim said is a focus on innovation while maintaining the brand’s family values and community connections.
“Our success has hinged on our ability to adapt to market trends without losing sight of our roots,” said Apple Outlaw’s owner. “We continuously engage with our community, listen to customer feedback, and innovate our product offerings to meet changing tastes and preferences.”
This rebranding is not just about a new look and marketing; Amorim — the cidery’s owner — said they have many exciting new plans on the horizon. Along with the soon-to-be-available canned products, the cidery is relaunching the Outlaw Cider Club. Additionally, they will soon have a brand-new tap room at our cidery and a Mug Club for our loyal local customers.
“We have also developed a home brew kit for cider enthusiasts who want to brew their own Outlaw Cider at home, which will be available for purchase online,” Amorim said. “We dream big but keep our feet on the ground, aiming first to solidify our presence in the Oregon market and become one of the most important brands in the region before expanding nationwide.”
The decision to refresh Apple Outlaw’s brand was driven by a desire to reflect the cidery’s growth while staying true to our roots.
“As a family-owned business, we value authenticity and a strong connection with our community,” Amorim said.
Before embarking on a rebranding journey, he said they conducted extensive research, including customer surveys and market analysis, to understand how the brand was perceived and how they could better communicate the essence of the company.
“We also looked into industry trends to ensure our new brand image would resonate with both our existing customers and potential new ones,” he added. “Our new look better encapsulates who we are today — a dynamic, family-run cidery with deep local roots and a forward-thinking approach.”
The updated branding emphasizes Apple Outlaw’s commitment to quality and an innovative spirit, Amorim said, while still honoring the traditions and values they started with.
“This refresh allows us to present a more cohesive and recognizable image across all communication channels, making it easier for customers to connect with us,” he said. “We are poised to reach a broader audience and strengthen our market presence.”
Connecting with a new audience and reintroducing themselves to cider buyers in the on- and off-premise market were key as well.
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“This rebranding is an excellent opportunity to … expand our reach,” Amorim said. “The refreshed brand not only showcases our growth and commitment to quality but also highlights our readiness to take Apple Outlaw to the next level.
“We believe this new look will attract new partners who share our values and vision, helping us to build lasting relationships and expand our presence in the market.”
The idea for Apple Outlaw’s rebranding was a collaborative effort between the company and a couple of long-time friends who understand the essence of the brand deeply, Amorim said.
“We chose to keep the marketing and design efforts in-house because we believe that those who know us best can represent us best,” he said. “This approach ensures that our communication remains consistent and true to our values.
“Having a dedicated team that understands our core essence helps us maintain an authentic connection with our audience. We are also diving headfirst into digital marketing, exploring all social media platforms with a consistent and engaging brand message.”
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