How cider can break into the mainstream

Changing perceptions, improving route-to-market and looming legislation – how cider can break into the mainstream

UK-based cider expert Gabe Cook assesses the challenges the category faces to catch up to its alcoholic beverage peers.

Gabe Cook April 18, 2023

I consider it a joy, and a privilege, to earn every penny that I do solely from the advocacy of an ancient, storied alcoholic beverage with a range of styles and a multitude of occasions for its consumption. If the drink in question where wine or beer, I would be a one of a global cohort of passionate and knowledgeable champions. However, my field of expertise belongs to the fermentation of apple juice and the bare fact is that I am the world’s only full-time, independent cider advocate/expert.

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