Home' Grower : May 2012 Contents The South Australian Grower -- May 2012
Cider in the sun
to increase its marketing and advertising spending
on cider by $2 million next financial year. CUB
owns the Mercury, Bulmers and Dirty Granny
Cider sales at Australia's largest liquor retailer,
Woolworths, have doubled to about $2.5 million a
week from a year ago.
Two years ago, the supermarket chain stocked
about 10 cider brands at its liquor stores. Now
there are about 50. Little World Beverages
managing director Ross Sudano said cider was
winning consumers from white wine and ready-to-
drink spirits, in part because some drinkers
wanted a lower alcohol content.
Last July, Mr Ostaszewski and Batlow apple
grower David Purcell created Apple Thief, an
upmarket cider made from Batlow apples.
The pair had an unlikely meeting. Mr
Ostaszewski got tired of auditing FTSE 100
companies at PwC and quit his job.
While holidaying in Thailand, he bumped into Mr
Purcell and after returning to London, Mr
Ostaszewski decided it would be a good idea to
team up with an apple grower. Most ciders are
made by brewers or winemakers.
"Dave goes out and hand-selects the varieties
within Pink Lady to create the perfect product," Mr
"The quality is there because he is using the
He said the pair had developed a cider that was
crisp, natural and had an authentic apple flavour
rather than the drier, yeastier versions that were
on the market.
Over the next year, they plan to produce about
2500 cases of Apple Thief a month.
Price hope at Orange
ORANGE orchardist David Gartrell (pictured)
has seen the number of cider brands in the
market jump from 12 to 60 -- and it's fuelling
new demand for juice grade apples.
The chairman of the Appledale Processors Co-
operative estimates demand for juice apples has
increased 50 per cent in the past 12 months on the
back of the cider boom.
He said the boom pushed prices for second-
grade apple prices to $350 a tonne between
October and December last year.
"This year it probably will stay somewhere
around that $200 to $250/t but only because
there's been such severe hail in so many of the
growing areas in Victoria," said Mr Gartrell.
"In New South Wales there's been a lot of crops
damaged so the supply of processing fruit is prob-
ably going to be quite a bit more than last year so
hence the price won't be as high.
"Next year I think that's probably when it will
trend back up again."
Mr Gartrell said if the price for juice apples could
be maintained about $350/t it would become viable
for growers to put blocks aside for processing.
• Photo by LOUISE DONGES
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