On December 31st, 2019, The United States Association of Cider Makers officially changed its name to American Cider Association under the influence of rising demand for flavored malt beverages. The US cider market was showing promising figures between 2017 and 2019, but a sudden decrease in the last quarter of 2019 posed that trendy consumers’ shift of interests away from ciders.
The cider brewing industry lost its connection to the consumers as the trend seemingly led to a potentially healthier concept. Then the cider breweries missed the opportune marketing to general drinkers that cider should be in the health-conscious choices as they are in fact made from apples.
ACA changed the name from USACM, was too projecting its strategic relaunch to enhance the cider industry. The changes imply both congressional and administrative structures on how the association will engage the consumers with a clear and direct message.
In the new year of 2020, ACA campaigned its first promotion of zero sugar cider to deliver a healthier choice for all seasons. Cider houses extended the line of dry product and provided the scale of dryness to stimulate the consumers.
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ACA will advocate more campaigns to advertise the diversity and the distinctiveness of the cider industry in the coming years.
