This is a part of a continuing series of Q&As with members of the cider community from across the US. Cider Business will share business and personal insights from Cidermakers, Owners, Managers, Sales Directors, QCQA and others each week to help you get to know each other better in the industry and learn more to better develop your own brand.
Kari Williams, Owner/Head Cidermaker, Snow Capped Cider — Austin, Colorado
BREWER: What recent significant changes in the cider industry have you noticed, and how has your cidery adapted to it?
WILLIAMS: We’re noticing a significant shift in consumer preferences across the alcohol spectrum. On one hand, there’s growing interest in higher ABV, imperial-style ciders that offer bold, intense flavors. On the other, there’s a rising demand for lower ABV and even non-alcoholic options. We’ve embraced this evolution by experimenting with both ends of the spectrum. We’ve developed small-batch, high-ABV ciders that showcase the richness of our orchard-grown fruit, while also creating lighter options that maintain complexity and balance.
BREWER: What core values guide your decision-making, and how do you ensure those values show up in your cider and your business practices?
WILLIAMS: Our values are deeply rooted in over a century of growing high-elevation fruit, passed down through five generations of apple growers. Quality, integrity, and authenticity are at the heart of everything we do. In practice, this means crafting ciders that let the fruit speak for itself, without relying on additives or artificial ingredients, and offering them at a fair price. We are committed to transparency and care at every stage, from orchard to bottle and can, all from a single source, ensuring that each cider represents the natural flavors and characteristics of our fruit.
BREWER: How do you cultivate a strong team culture, and what do you think leaders often overlook when it comes to keeping employees engaged and inspired?
WILLIAMS: Building a strong team culture is a priority for us, and we focus on learning and shared experiences as the foundation of our approach. Each month, we host team tastings where we explore ciders from across the country and around the world. These sessions broaden everyone’s palate, deepen their understanding of styles, and create a sense of curiosity and pride in what we produce. Our staff undergoes ongoing training on the different ciders we offer, so they feel confident sharing that knowledge with customers. We rotate responsibilities for festivals, tastings, and events, giving everyone the chance to experience different aspects of the business. We’ve also enrolled all of our key team members in the American Cider Association, and they’re currently preparing for the Level 2 Pommelier exam!
BREWER: In your view, what responsibility does a cidery have to its local community or the wider industry, and how do you try to live that out?
WILLIAMS: A cidery has a responsibility to be honest and transparent, both in its ingredients and in its interactions with the community. For us, that starts with using high-quality, thoughtfully sourced fruit and avoiding unnecessary additives. Beyond production, we view it as our duty to support the local community through education, events, and collaborations that showcase the art of cider-making.
READ MORE: Adjustments and Transparency Keys in Production
BREWER: What are you sippin’ on right now from your cidery that you really enjoy?
WILLIAMS: Tasting Room Staff Favorite: Hopped Apricot. Production Team Favorite: Yarlington Mill
BREWER: When you think 10–15 years down the line, what do you want your cidery to be known for, and what steps are you taking now to move in that direction?
WILLIAMS: We want Snow Capped to be recognized for consistently producing high-quality ciders across a wide range of styles, from light and approachable to bold and complex. Long-term, we also aim to contribute to the cider industry through education, sharing the knowledge and expertise that comes from over a century and five generations of growing apples at high elevation. Every step we take ensures that when people think of Snow Capped, they think of quality, authenticity, history, and a deep respect for the craft of cider-making.
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