After 8 years using the title of United States Association of Cider Makers, or USACM for short, the cider industry trade group has updated its brand. On December 31, 2019, the group unveiled its shorter, more direct name—The American Cider Association. It also released its new logo, created by graphic designer Randi Karabin of SIP Publishing.
The American Cider Association says the new look and name go hand in hand with new aggressive strategies to grow the cider industry, including achieving legislative and regulatory goals on behalf of the association’s members.
“We’re doing so much more in DC than we were 4 years ago. We’re speaking up for common sense labeling regulations, lobbying for legislation to lower excise taxes, campaigning for the permitted use of harvest dates on cider labels over 7% ABV, pushing for 355ml as an approved volume of fill, supporting transparency on labels regarding state of origin for apples, and more,” executive director, Michelle McGrath detailed.
“Cider is a grassroots industry, but it generates over a billion dollars in annual sales. We’re ready for the next evolution of our trade association,” she continued. “Cidermakers will always be our #1 audience, but Congress is rising in importance. Lobbying with our old name was challenging. People often found it confusing, and you lost them about halfway through. It was long! American Cider Association is much more straightforward.”
Last August, the Cider Association’s board members gathered in DC to support the Craft Beverage Modernization and Tax Reform Act. That experience illuminated the need to rebrand. With unanimous support from the board, McGrath engaged diverse stakeholders to instruct the look and name. “There are quite a few names and logos on the cutting room floor,” McGrath said. “We embraced the best options for a professional trade association.”
Another goal for the Cider Association is to support more campaigns directed toward consumers and trade. “We will continue utilizing our Pick Cider® brand for those efforts,” she said.
“Our goals are designed to support the full diversity of producers in the industry,” said board member Eleanor Leger. “From the larger cideries that are raising cider’s visibility in the broader marketplace to the hundreds of small farm-based cideries showcasing unique apple varieties and cidermaking approaches.”
The American Cider Association’s assets will update to the new name and logo throughout the week, and a brand sheet is available on their website: www.ciderassociation.org.
About The American Cider Association
The American Cider Association is an organization of cider and perry producers in the United States. Their mission is to grow a diverse and successful U.S. cider industry by providing valuable information, resources and services to our members and by advocating on their behalf.