Plan for billion-dollar premium cider export industry

A ‘Roadmap’ charting a course towards a billion-dollar export sector for premium New Zealand cider within 15 years has been released by Cider Apples New Zealand Limited.

Industry experts John Powell, a seasoned cider maker, and Allan White, a leading apple breeder, co-founded Cider Apples NZ. Their work has been supported by funding from MPI and AGMARDT, enabling research into the journey towards establishing a flourishing premium cider industry in New Zealand.

The Roadmap incorporates industry engagement and economic analysis and confirms that substantial returns are possible for both cider apple growers and cider makers.

The global cider market, though currently the smallest among fermented alcoholic beverages, shows promising growth trends. According to the Weston’s 2024 Cider Report, global consumption exceeds 2.6 billion litres, with a notable shift towards premiumisation echoing trends seen in wine and craft beer.

Cider Apples NZ says that the project seeks to develop unique New Zealand ciders that captivate global consumers, much like New Zealand's Sauvignon Blanc and aromatic hops have done with their distinct flavours and quality.

Central to this vision is the cultivation of new cider apple cultivars boasting distinctive levels of tannins, polyphenols, and sugars, coupled with enhanced pest and disease resistance and tolerance to climate change.

To achieve the projected $1 billion export milestone, White says approximately 2,232 hectares of cider apple orchards would be needed, producing 125 million litres of cider annually, assuming an average export price of $8 per litre.

"Developing successful unique cider apple varieties demands a consumer-driven approach. This initiative calls for collaboration between cider makers and apple growers to propel our roadmap forward,” says Powell.  

Jody Scott, Chair of the Fruit Wine & Cider Makers Association and head cider maker at Peckham's Cidery, says the initiative is a significant step. “New Zealand has always been known for its exceptional wine and beer. This roadmap highlights that we're poised to bring the same level of excellence and global recognition to our premium ciders. The roadmap is a testament to the collaborative spirit of our industry. By working together, we can ensure that New Zealand's premium ciders can exceed global standards, setting a benchmark for quality and authenticity.”

The report will be unveiled at an exclusive sector launch event in Auckland on 30 July.

W: Find out more at Cider Apples NZ