More and more breweries are recognizing the growth of the cider market and the potential to reach more consumers beyond beer drinkers. Panelists in this seminar discuss the pros and pitfalls of various models of business and collaboration including making cider in-house; contracting with a partner cidery; and sharing production and/or taproom space with an existing cider company. Hear about cider market trends as well as tax implications and considerations.
Learning Objectives
- Gain tips for partnering with local cideries and hiring professional cidermakers
- Learn lessons from different business models of breweries offering cider
- Use resources when talking to consumers about cider
- Gain information about tax and labeling nuances to save money and time
About the Speakers
Caitlin Braam, Founder & CEO
Yonder Cider and The Source Cider
Caitlin Braam (she/her) is the founder and CEO of Yonder Cider and The Source Cider, having worked in the beverage industry for more than 12 years. Passionate about helping businesses grow, she spends her days working with producers, helping small businesses grow, and introducing consumers to the world of craft beverages, while simultaneously growing her own brands. With a past in beer, wine, and spirits, Caitlin has been working with some of the best brands in cider for many years, including Seattle Cider Company, Boston Beer, and more, and is now shaping cider's future. Based in Seattle, Caitlin is a Certified Cider Professional and Wine & Spirit Education Trust (WSET) Wine Level 2 Certified.
Patrick Chavanelle, Senior R&D Brewer
Allagash Brewing Company
Patrick Chavanelle has been an employee at Allagash Brewing Company in Portland, Maine since 2011. He's currently the senior research and development (R&D) brewer, responsible for coordinating new beer development, analyzing raw materials, and running the brewery's cider and wine program. He sits on the board of the Hop Quality Group where he is thoroughly involved in their public breeding efforts. Patrick is currently working towards his Master of Science in brewing and practice through the University of Nottingham, as well as the Winemaking Certification program through the University of California, Davis.
Janelle Christian, Director, Office of Outreach
Alcohol and Tobacco Tax and Trade Bureau
Janelle Christian (she/her) is the director of the Office of Industry and State Outreach of the Alcohol and Tobacco Tax and Trade Bureau (TTB). In this role, Janelle focuses on communication and outreach for TTB-regulated industry members. Some of her primary efforts include coordinating TTB participation at TTB-regulated industry member conferences and trade shows; identifying training opportunities for industry members to encourage voluntary compliance with TTB laws, regulations, and requirements; and serving as a liaison with industry members and trade associations.
Janelle joined the TTB in 2011 as a presidential management fellow in the Advertising, Labeling and Formulation Division. Prior to her current appointment, she served as a policy advisor to Headquarters Operations for two years. In that role, she worked on a broad array of policy issues ranging from emerging products to improving internal efficiencies. Janelle received a bachelor's degree in economics from Oregon State University in 1999. She obtained a master's degree in public administration from Columbia University in 2003 and a law degree from the University of Oregon in 2011.
Michelle McGrath, CEO
American Cider Association
Michelle McGrath (she/her) began as CEO at the American Cider Association in July 2016, where she has steered the organization and the industry toward growth ever since. She is known for her enthusiasm and drive to support businesses, especially those intricately linked to agriculture, such as hard cideries. Michelle's career history includes over a decade of diverse roles in non-profit leadership, community engagement, farmer support, grassroots lobbying, marketing, public relations, research, fundraising, teaching, and more. She has a master's degree in ecology from the University of California, San Diego and a certificate in sustainable business from Pinchot University. Additionally, she earned the title of Certified Pommelier in 2022, was honored as a SevenFifty Daily Innovator in 2019, and was acknowledged by Wine Enthusiast Magazine as one of 40 influential tastemakers under 40 in 2018. She currently serves as the president of Food Alliance, a nonprofit certifying organization with some of the most comprehensive and forward-thinking sustainability standards available in the U.S. Her favorite thing to pair with hard cider is spicy ramen.
Brighid O'Keane, Executive Director
Cider Institute of North America
Brighid O'Keane (she/her) is executive director of the Cider Institute of North America (CINA), a global provider of cider production education. She came to cider from the wine industry, where she worked in support of sustainable winegrowing education and certification in the Pacific Northwest. Brighid has nearly two decades of experience in nonprofit organizational development, primarily in the fields of sustainable food systems and active transportation. She is an advisor to the Specialty Tea Alliance and returns as often as possible to her family's rice farm in Northeastern Thailand.
Chris Shields, Director of Education
Rhinegeist
Chris Shields (he/him) is the director of education for Rhinegeist Brewery in Cincinnati, Ohio, where he performs staff, partner, and public trainings on beer and brewing. Before this role, Chris served as a brewer during Rhinegeist's rapid growth, developed its cider program, and has over 10 years of experience in the craft beer industry. Chris is an Advanced Cicerone, Certified Beer Judge Certification Program judge, Certified Cider Professional, and serves on the board for the Ohio Craft Brewers Association. He holds a Master of Science in biological sciences and has studied at Siebel. Chris represents Rhinegeist in the Hop Quality Group and serves on the Brewers Association's Supply Chain Subcommittee.
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