Category: Cider

Mobile Is Mandatory: Optimized websites are ground zero for e-commerce

An effective website is imperative for any consumer-facing business. Today’s beverage marketers need to reach consumers in meaningful ways, and websites are fundamental for such a task. Multiple factors contribute to a great website, but it begins with three foundational principles: graphics that accurately portray the brand image, intuitive navigation, and optimized functionality. Because consumers are on the go, mobile optimization is critical, says Astra Digital Marketing CEO Ron Scharman. “More than 60 percent of people are accessing websites on mobile devices; 65 to 70 percent of people read their email on mobile.” This warrants a “mobile first” approach...

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Go With It: Beer, Cider, and Hard Soda Successfully Connect with Millennial Drinkers

Let’s start with the obvious: The craft beer industry has been pretty successful at engaging millennials (those born in the early 1980s through the early 2000s) on a variety of fronts. At last year’s Craft Brewers Conference in Philadelphia, Mike Kallenberger and Lindsay Kunkle’s talk, “How to Build a Craft Beer Drinker,” included a recent finding that millennials accounted for around 57 percent of weekly craft beer drinkers. (By comparison, Gen Xers came in at 24 percent, baby boomers at 17 percent, and matures at 2 percent.) Most of the above talk’s findings were based on the national 2015...

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Last Call: Wassail (New York City)

Probably best known as a warm spiced cider drink or a traditional holiday sing-along, Wassail, is also New York City’s first-ever cider bar, located on Manhattan’s Lower East Side. The menu has a heavy focus on hard ciders, a mix of locally made and international, including quite a few served on tap. In addition to cider (including sweet cider and ice cider), apple spirits—eau de vie, brandy, pommeau—and cocktails using all of the above round out the list. Beer and wine are available as well. Wassail is also a full restaurant, and its lauded comfort-food menu, heavy on the...

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The Crawl: New York City

You’ll never go thirsty in New York City. From the northernmost borough, the Bronx, down to the Financial District on the southern tip of Manhattan, you’ll find plenty of great drinks to try and the never-ending activity of one of the busiest, most exciting cities in the world. The entirety of NYC (never “The Big Apple” if you want to pass as a local) comprises five boroughs: Manhattan, Brooklyn, Queens, Staten Island and The Bronx. While all offer eating and drinking experiences worth seeking out, here are four can’t-miss areas for visitors where the drinking scene is especially vibrant....

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Inside Cider: Adding Cider to a Beverage Program

As the cider market has grown, so too has the job of on-premise beverage directors. Charged with curating compelling wine, beer, and spirits programs, they now also have to satisfy the public’s increasing thirst for cider with an equally thoughtful approach. For guidance, I asked two nationally acclaimed beverage directors. A certified cicerone, Tim Prendergast is the beverage director of ANXO Cidery & Pintxos Bar in Washington, D.C. Sommelier Dan Pucci is the manager and cider director of Wassail, a cider bar and restaurant in New York City.   Is it important to have dedicated cider menu at bars...

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