Craft Beverage Act Reintroduced in the U.S. Senate to Benefit Cider Sector
The Craft Beverage Modernization and Tax Reform Act (CBMTRA) was reintroduced in the U.S. Senate this month with strong support from a broad group of industry trade associations including the beer, wine, spirits, and cider sectors.
The legislation, which was first introduced in 2015 to recalibrate federal excise taxes and streamline regulations on alcohol beverage producers, was reintroduced in 2017 by Senators Ron Wyden (D-OR) and Roy Blunt (R-MO), garnering strong support from the majority of Congress as well as industry groups. Legislation that included a two-year provision of CBMTRA passed in December 2017. Senators Wyden and Blunt are once again the lead co-sponsors of the bill upon its reintroduction.
“People around the world enjoy Oregon wine, craft beer, cider and spirits—providing not only a serious source of home state pride but also a huge boon to our state’s economy,” Wyden said. “By modernizing burdensome rules and taxes for craft beverage producers, this legislation will level the playing field and allow these innovators to further grow and thrive.”
“The craft beverage industry is driven by small businesses that support thousands of jobs and contribute billions in economic output,” said Blunt. “This bill will remove tax and regulatory barriers that are making it harder for Missouri’s brewers, distillers, and winemakers to grow and compete. I’m encouraged by the strong, bipartisan support this measure had in the previous Congress and look forward to working with our colleagues to get it to the president’s desk.”
Leaders from the Brewers Association (BA), Beer Institute, WineAmerica, Wine Institute, Distilled Spirits Council, American Craft Spirits Association, and U.S. Association of Cider Makers agree that the legislation creates a more fair and equitable tax structure for beverage alcohol producers and their consumers. The legislation empowers these key economic players to continue to invest in their businesses and boost jobs across the country.
“Small and independent craft brewers are grateful for the ongoing bipartisan support for the Craft Beverage Modernization and Tax Reform Act,” said Bob Pease, president and CEO of the Brewers Association. “The legislation is not just economically smart but enables Main Street brewers to do what they do best: create and innovate. Our brewers can be found in every state and employ more than 135,000 Americans. They are at the heart of what makes small businesses so important to the nation’s greater economy. We remain hopeful that this legislation will be made permanent to support the small brewers of today and tomorrow.”
"I want to thank Senators Blunt, Portman, and Wyden as well as numerous members of Congress from both sides of the aisle and across the country for their continued commitment to providing excise tax relief to all of our nation's brewers and beer importers," said Jim McGreevy, president and CEO of the Beer Institute. "Since our nation's inception, brewers and beer importers have been integral to our national fabric. Today, America's beer industry continues to be a crown jewel in our nation's manufacturing sector, supporting more than 2.2 million good-paying jobs and pouring more than $350 billion into the national economy. Making federal excise tax relief permanent for our nation's brewers and importers will enable them to continue to innovate, invest in their businesses, support jobs, and give back to their communities.”
"The American wine industry generates more than $220 billion annually for the American economy through investments, jobs, tourism, and taxes," said Jim Trezise, president of WineAmerica. "The Craft Beverage Modernization and Tax Reform Act enhanced our industry's ability to contribute even more by channeling tax savings into purchases of new equipment, additional employees, increased wages, expanded distribution, and facility enlargements. The wine business is highly competitive, capital intensive, and labor intensive, so having extra funds available provides a real boost to our industry's growth. We are deeply grateful for the original legislation, and respectfully urge that it be made permanent.”
“Without a doubt, CBMTRA is having the intended positive effect on wineries all over the country,” said Bobby Koch, president & CEO of the Wine Institute. “Wineries are using the tax savings to invest in the future growth of their businesses, and in doing so, are supporting their families, their employees, and their communities.”
“The Craft Beverage Modernization and Tax Reform Act marked the first federal excise tax reduction for distilled spirits since the Civil War and enabled distilleries to invest back into their businesses and communities across the United States,” said Distilled Spirits Council CEO Chris Swonger. “Making this legislation permanent would provide stability for distillers in moving forward to generate new jobs and support local agriculture and tourism.”
"Federal excise tax reform has dramatically helped to stimulate craft spirits growth, and a permanent relief is critically important to securing the future of our industry,” added Margie A.S. Lehrman, CEO, American Craft Spirits Association. “As of August 2018, the number of active craft distillers in the U.S. had grown by 15.5% over the last year to nearly 2,000, yet without permanent and immediate reform, the stability of this vibrant industry is bound to be paralyzed. Without the certainty of a long-term reduction, it is impossible for any new or existing distillery to implement a business plan when the wide tax variable threatens the ability to hire new employees, purchase equipment, provide staff benefits, and continue to grow."
"Regional-brand cider sales increased 22 percent last year, and more than 100 cideries opened their doors for the first time. Hard cider is now produced in 48 states. Much of the cider category's growth is attributable to the excise tax credits these companies are now receiving,” said Michelle McGrath, executive director, U.S. Association of Cider Makers. “Small cideries are expanding their staff and operations in a direct response. The industry can continue to support manufacturing, neighborhood renewal projects, rural economies, and orchardists, but we need these credits to stick around on a permanent basis to do so. Sunset clauses are no way to plan a business, and cider taxes are extremely complex—uncertainty makes navigating them even more challenging. We're hopeful to once more see broad bipartisan support for making these credits permanent with the Craft Beverage Modernization and Tax Reform Act. The margins are so tight in cider that many family-owned cideries are literally depending on it."
A full list of Craft Beverage Modernization and Tax Reform Act co-sponsors and supporters can be found here. Photos provided by each respective Senator.
CiderCon Wraps Up a Year of Growth
CiderCon - the largest cider conference in the world - organized by the United States Association of Cider Makers (USACM), was created to offer the commercial cider industry an outlet to meet, share ideas, collaborate and effect positive changes in cider making and cider fruit production best practices, the cider market and cider regulations. This month, the 9th annual CiderCon took place in Chicago, Illinois from February 6th to February 8th with an attendance of 1,087 – the largest for the event in three years – with 44 states represented (Michigan, New York, California, Minnesota, Washington and Oregon sending the most attendees) and 10 countries (Canada, Korea, Ireland, Japan, the United Kingdom, Holland, Spain, Luxembourg, and Russia).
This year’s tradeshow was the largest CiderCon has ever hosted in terms of vendor number and space. On top of 223 vendor representatives, the tradeshow included two cider bars, a game and lounge area, and on-floor cider samples.
The USACM also welcomed 99 top quality speakers who presented 32 courses, two lunch and learns, and one grand tasting focused on Canadian produced cider. Course topics varied from business management to production, and included heritage cider focused ones (which debuted at last year’s conference), tastings, and government affairs. Many of the USACM’s Board of Directors notable accomplishments and key factors to why cider is continuing to grow were also highlighted in the course offerings such as the Certified Cider Professional Level 2 Pilot Exam which President Paul Vander Heide of Vander Mill noted continued education of cider consumers, professionals and media is a top priority. The Certified Pommelier™ pilot exam had a cohort of 30 people and passage rates will be announced later this month.
Additionally, Regional Chair Marcus Roberts of Tieton Cider Works made mention that he was most proud of the association’s work on developing a standardization of a cider lexicon and the announcement of the cider style guidelines (which recently had an update). To continue the conversation, conference attendees could have attended the ‘Building a Cider Lexicon’ course which discussed the cider industry’s lack of a unified language. The session brought together some of the key players working to develop a shared lexicon as a means to grow consumer awareness of cider. Further, conference goers had the opportunity to learn and taste specific styles in the ‘What Does ‘Natural Cider’ Even Mean?’, ‘Spanish-Style Cidermaking in the U.S.’, ‘Making a Bang Without Bubbles: Still Cider’ and ‘Let’s Get Technical: Québécois Ice Cider’ courses.
There was also a ‘Perceptions of Dryness and Sweetness in Ciders’ structured sensory analysis of 10 commercial New York apple ciders. Participants took part in a blind tasting of predetermined sugar/acid/tannin contents, rating each on a 0-to-4 graphic scale from dry to sweet, based on what they perceived. The workshop data was then compiled, discussed and analyzed to test the usefulness of quantitative systems like the one proposed by the New York Cider Association, intending to inform retail cider consumers about their likely perceptions and preferences in choosing ciders.
Treasurer Ben Calvi of Vermont Cider Co. described a proud accomplishment of the board is the continued work to be a voice on the national level for government affairs noting the association’s input in tax reform and carbonation level changes for cider. More about ‘History of US Alcohol Law’ was discussed during a lunch presentation with Marc E. Sorini of McDermott, Will & Emery LLP which covered origins of “tied house” laws and the evolution of the three-tier system, the often-confusing status of cider under federal law and cider’s treatment under alcohol excise tax laws.
Lastly, Large Cidery Seat Representative Ryan Burk of Angry Orchard commented that he loves that cider has many pairing opportunities and the ability to cater to an occasion, which makes it an attractive beverage to consumers. This was echoed in the ‘Chicago Food & Cider Tour’ which 100 attendees were showcased food pairings and cider from some of Chicagoland’s hottest cider spots: The Northman, Farmhouse Chicago, Right Bee Cider and Eris Brewery & Ciderhouse. Furthermore, sessions continued during the conference with a focus on cider and food or cider’s similarities to other beverages as a pathway to growth including ‘Modern Cider Trends’, ‘Product Launch Case Study: Rosé Cider’, ‘Perfect Pairings: Modern Cider and Food’ and ‘Horizontal Taste Workshop’. Cider really can go with all food and beverage which explains why nearly a quarter of cocktail drinkers aged 21-34 drink cider cocktails (according to Nielsen).
Of note, the conference welcomed profound discussions about diversity in the industry. The Pomme Boots Society held a groundbreaking first annual meeting to kick-off the conference. Established to promote and encourage the involvement of women in the cider industry, the group’s mission is to support positive network connections, education and professional development for women in the field of cider. At this meeting, women from across the country and in different positions, engaged in updates from leaders of the organization and listened to guest speaker Krista Scruggs, head winemaker/cidermaker at ZAFA Wines and CO Cellars. During the conference, the diversity conversation continued with an ‘Embracing & Encouraging Diversity in the Cider World’ panel session moderated by Simon Tam with speakers Krista Scruggs, Rachel Fitz and Dan Pucci, who addressed the realities and challenges of authentically reaching populations that are underrepresented among cider drinkers and cidery employees with an honest and judgement-free conversation.
Throughout the conference, the USACM also gave out awards in select categories for the fourth year (with some new categories to represent the entire ecosystem of the cider industry). All award winners were selected by USACM members, except for Member of the Year and Significant Contribution to the Cider Industry awards which were selected by the USACM Board of Directors. Below were this year’s winners:
For Significant Contribution to the Cider Industry: Stephen Wood, Farnum Hill Ciders (Lebanon, NH)
USACM Member of the Year: 2 Towns Ciderhouse (Corvallis, OR)
Cider Journalism Excellence: “Think You Know What Cider Is? You’re Probably Wrong,” by Jason Wilson, The Washington Post
Cider Server of the Year: Jennie Dorsey, Schilling Cider House (Portland, OR)
Grower Advocate of the Year: Dr. Gregory Peck, Cornell University (Ithaca, NY)
On-Premise Establishment of the Year: Solstice Wood Fire Café & Bar (Hood River, OR)
Off-Premise Establishment of the Year: Binny’s Beverage Depot (Chicago, IL)
Cider Event of the Year: Colorado Cider & Beer Circus (Copper Mountain, CO)
Regional Cider Establishments of the Year:
Regional Distributors of the Year:
Overall, the conference sentiment was the industry was growing and the association was making an impact which is to be applauded. Research firm Nielsen reported in the opening remarks for the conference that the cider category’s retail sales in the United States grew faster than beer and wine last year (cider was edged out by flavored malt beverages (FMB) growth primarily due to the growth of hard seltzers); with rosé ciders, national cider brands and regional ciders leading overall cider category growth. Total off-premise sales were 8.4% for the cider category which did over $500 million in 2018, with all five of the USACM’s geographical regions experiencing positive growth in cider sales. These retail sales are 10 times bigger today than they were 10 years ago! Regional and local cider retail sales alone increased 23% (local craft beer only increased 9.3% in 2018) making up 1/3 of all cider retail sales. Of the top 25 cider brands, 17 of them are regional or local brands.
At the conference, the USACM elected their 2019 Board of Directors which included the reelection of Paul Vander Heide as President from Vander Mill in Grand Rapids, Michigan. Paul has served on the USACM board since February 2016. During that time, he has been committee chair for USACM’s Certified Cider Professional program, a cider credentials program similar to Cicerone for beer. Paul has previously served as USACM Secretary and Vice President before being elected USACM’s President.
“The beverage industry continues to change at a rapid pace and cider has its own unique challenges and opportunities,” said Vander Heide. “We are stronger when we work together, and I’m proud to continue to do my part to advocate for cider industry stakeholders across the country.”
Vander Heide also sits on the boards of the Michigan Cider Association and the Cider Institute of North America.
“This is the first year USACM members have been allowed to vote for board members whether or not they were physically present at CiderCon,” says Michelle McGrath, Executive Director of USACM. “We made the change to ensure that all members have a voice in the selection of the USACM leadership team.”
Additional board officers include: Brooke Glover of Swilled Dog Hard Cider in Franklin, West Virginia, who was elected as USACM’s Vice President. Brooke joined the USACM Board in 2018 and will continue to serve as a Member At Large. Ben Calvi of Vermont Hard Cider Company in Middlebury, Vermont returns for a second term on the board and was reelected as Treasurer by the 2019 USACM Board of Directors.
Eric Foster of Stem Ciders in Lafayette, Colorado, serving the third year of his first term, was reelected by the board to continue as the Secretary of USACM.
In addition to its Officers, the USACM Board consists of Regional Chairs, Members At Large and three Large Cidery Seats. Eleanor Leger, Eden Specialty Ciders of Vermont and David C. Thorton from James Creek Cider House of North Carolina have been elected to represent Eastern and Southern cideries respectively. Leger returns for her second term after a one-year hiatus. “I would like to support and promote the work of regional associations, and will work to build a strong and vibrant cider community in the Northeast,” says Leger.
Commenting on his election, Thorton says, “I’m pleased to be able to contribute to the board’s current ‘big tent’ philosophy in promoting the growth of the industry at large by aiding in the definition and standardization of product language, and through consumer education about various product styles. I feel strongly that development of cider as a beverage sector will open doors for smaller orchard based and niche producers to increase sales by increasing awareness.”
Continuing their service on the board are these Regional Board Chairs: Eric Foster of Stem Ciders in Colorado representing the Mountain West; Marcus Robert of Tieton Ciderworks in Washington representing the Northwest; and, Dan Young of Tandem Ciders in Michigan representing the Midwest.
In addition to their board officer duties, Paul Vander Heide has been reelected as an At Large Member, and USACM Treasurer Ben Calvi has been elected a Large Cidery board member. Other At Large board members include Brooke Glover of Swilled Dog Hard Cider and Sam Fitz of ANXO Cider in Washington DC. Additional Large Cidery board members include Brian Shanks of Bold Rock Hard Cider in Virginia and Ryan Burk of Angry Orchard in New York.
Save the date for CiderCon 2020 in Oakland, California – January 29-31, 2020. Photos credited to Kristyn Noren.
Stem Ciders Acquires Black Twig Cider House, Rebrands as The Northern Spy
Colorado craft cidery, Stem Ciders, announced it acquired Black Twig Cider House in Durham, North Carolina from Matthew (Mattie) Beason. Joining the ranks with Stem’s original taproom and cidery in Denver's RiNo district and the expansive Acreage cider house, farm, and restaurant in Lafayette, Colorado, the restaurant and bottle shop located at 2812 Erwin Road, Durham, will be re-branded as the third Stem Ciders property, under the name 'The Northern Spy'.
The newly renovated 60 seat restaurant, bar, and bottle shop located in the neighborhood that is home to Duke University will feature an expertly curated beverage program that includes draft and bottled cider, beer, wine, and cocktails. Nearly half of the 2,200 sq. ft. space will be dedicated to an extensive to-go bottle program, with a strong focus on showcasing the goods from local and regional producers.
Leading the concept's culinary vision is Chef Eric Lee, Executive Chef at Acreage in Lafayette, who will bring to The Northern Spy the sourcing ethos and values at Acreage by Stem Ciders: quality, style, and tradition, with a commitment to local, sustainable, and fair food.
The Northern Spy is expected to open in late spring, 2019, with daily lunch and dinner service. To learn more follow along online on Instagram at @northernspync and @stemciders. Photos provided by Stem Ciders.
Senator Looks to Encourage More Cider Commerce in Connecticut
This month, the Connecticut Farm Bureau and Bishop’s Orchards gave their support to State Senator Christine Cohen’s (D-Guilford) Cider Bill which will allow holders of a manufacturers permit for cider to sell apple wine and hard cider by the glass and bottle and also to sell and serve food on the permitted premises.
“This bill proposal will allow Bishop's Orchards, as well as other cideries, the opportunity to not only manufacture hard cider, but also have the option of selling by the glass,” said Sen. Cohen. “We have breweries across the state conducting business in this manner and shouldn't prevent sales for cider. I'm happy to help by introducing legislation that will promote commerce in the 12th district and the State of Connecticut.”
If enacted, Senate Bill No. 539 “An Act Concerning the Sale of Cider and Food by Holders of a Manufacturing Permit for Cider,” will create economic opportunities for businesses like Bishop’s Orchards, according to co-owner and winemaker Keith Bishop. He said Sen. Cohen has been an ardent supporter of local businesses.
“This legislation will give us a better opportunity to serve more customers and make us a more attractive destination for consumers,” said Bishop. “I thank Sen. Cohen for her leadership and attentiveness to her community and ask that all other legislators follow her lead in supporting this proposal. Sen. Cohen knows that Bishop's stewardship of over 200 acres of crops is important to our town, and direct sales to the public of our crops are important to our economic sustenance. All of the wines and hard ciders we make are from fruit we grow on our farm.”
Sen. Cohen reiterated the importance of supporting local business and said with the growing popularity of hard ciders and apple wines, passing this legislation will help similar businesses across the state.
“Helping businesses succeed is vital to a healthy economy,” said Sen. Cohen. “I was made aware that our current laws were creating significant encumbrances preventing Bishops from expanding upon their business plan. They were rightfully exploring opportunities to expand with market changes based upon a product they were manufacturing—hard cider. Yet, because of an antiquated statute that perhaps didn't have the foresight that hard cider would become popular, Bishops was unable to sell in a certain manner.”
Connecticut Farm Bureau Executive Director Bryan Hurlburt said he fully supports this legislation. He said Sen. Cohen’s efforts are consistent with, and supportive of, the Connecticut Farm Bureau’s agenda and will best serve the economic and agricultural health of the state and 12th District.
“Creating more opportunities for all local producers of cider is a Connecticut Farm Bureau priority for this legislative session,” said Hurlburt. “We know that consumers are demanding more access to locally grown, and produced, ciders; and this will help this new market grow and thrive—supporting farms with a better value-added opportunity across the state. We thank Sen. Cohen for proposing this bill and will work to ensure that all legislators understand the importance of this proposal and what it means for Connecticut farmers.”
On January 24, Senate Bill No. 539 was referred to the General Law Committee to determine if the proposed legislation will advance in the legislative process. It has been included to legislation concerning the Liquor Control Act and will have a public hearing on February 28. Senator Cohen headshot provided by Connecticut Senate Democrats. Cider image courtesy of Bishop’s Orchard.
New Jersey Cider Producer’s Property Preserved Through Easement
Ironbound Hard Cider, the social enterprise that is committed to the revitalization of the Greater Newark-area (New Jersey) economy by focusing on job-creation for the community's chronically underemployed while also restoring Newark’s lost legacy of producing the best hard cider in America, has completed a preservation project with the New Jersey Highlands Water Protection and Planning Council (Highlands Council) to permanently protect a 93-acre portion of Ironbound Farm.
Ironbound is located entirely within the Preservation Area of the Highlands Region and considered among the most sensitive land in the region to protect from development. The Highlands Council acquired a conservation easement on the property for $788,000 through the Highlands Development Credit (HDC) purchase program, which will help to fund the company’s extensive restoration efforts focused on regenerative agriculture, woodland revitalization, storm-water management, and soil erosion.
“We are proud that the Highlands Council has chosen the Ironbound farm for preservation,” said Charles Rosen, company founder. “Ironbound is committed to a model of regenerative agriculture that not only produces better crops, but also improves the entire farm ecosystem. We believe that healing the land in this manner while supporting a local food-based economy, reaffirms the true spirit of the Highlands Act and all the opportunities it offers.”
“What’s particularly special about this acquisition is that the property owner understands and supports the connection between the health of the land and the health of the community and local economy,” Carl Richko, Highlands Council Chairman wrote in a statement. “This is a great example of farmland preservation in the Highlands.”
New Jersey has a long history of cider making, especially in Newark where cider was one of the city's earliest industries. Celebrated throughout the 18th and 19th centuries, Newark Cider was considered by many, including George Washington and Thomas Jefferson, to be among the finest ciders in early America.
Rosen produces cider using regenerative agriculture practices to manage his orchard of heirloom varieties of American cider apples. This approach, while much more costly than common contemporary farming methods, builds internal strength and stability by increasing the biodiversity on the farm and nurturing the biological life in the soil.
Rosen further believes that the resiliency that comes from this kind of holistic rebalancing is also needed on the human repair front, and to that end he has developed an on-the-job, soft-skills training program that focuses on areas such as identity value, communication skills and conflict resolution that is fully integrated into Ironbound’s daily business activity. This program, and a commitment to a living wage, ensures that his farm employees, who include the formerly incarcerated, veterans, and immigrants, are all gaining the personal skills and economic tools needed to participate in—and benefit from— New Jersey’s growing economy.
This work is proving successful, as Ironbound was recently featured in a full-page feature in The New York Times as well as a TEDx talk by Rosen. Currently, Ironbound produces Ironbound Hard Cider, Devil’s Harvest, Woods Folly, and Gooseberry Ginger; and with the recent discovery of two colonial-era apple trees, Ironbound is currently working on a true heritage cider recipe. Ironbound is available in over 700 bars, restaurants, and retailers throughout New Jersey.
Adds Rosen, “We set out to create Ironbound as a business rooted in place, a company focused on repair and renewal – both for the people involved and the environment we all share. We are excited that this land will be forever preserved through this Highlands project.”
For more information, please visit IronboundHardCider.com. Photo credited to Kari Vann.
Strongbow 100 Cal Slim Cans Named 2019 Product of the Year
The 2019 Consumer Survey of Product Innovation has voted Strongbow® 100 Cal Slim Cans Product of the Year in the Alcoholic Beverage category, in a competition that surveys 40,000 shoppers to determine the winners in each category. The survey is the largest consumer voted award for product innovation and puts Strongbow® Hard Ciders in a prestigious roster of past winners. The Kantar TNS research is 100% independent consumer validated by a robust analysis of seven innovation performance metrics.
Launched nationally in January, Strongbow® 100 Cal Slim Cans are a 12-can variety pack with three 8.5 oz. easy-to-drink flavors containing just 100 calories each. The innovative product and packaging are positioned at the intersection of the growing hard cider, canned wine and hard seltzer categories to offer a crisp alternative that will appeal to the growing enthusiasm for wellbeing and light refreshment. The variety pack contains Strongbow’s newest flavor, Dry Pear (Pear Secco), a mildly sweet pear-apple cider with a light, dry finish, along with the highly-rated Rosé Apple and the recently relaunched fan favorite Original Dry. The 100 Cal Slim Cans aim to source sales from millennial consumers, 70% of whom are cutting calories from their beverage choices but are still looking for a full-flavored experience unlike that of hard seltzers.
“Our 100 Cal Slim Cans meet an emerging consumer need,” says Jessica Robinson, Vice President, Emerging Brands. “Canned wine is up (290% CAGR) and hard seltzers are booming (+199% YTD); so, with only 100 calories per can, our new 8.5oz size creates a better-for-you, full-flavored and fast-selling option,” Robinson continued. “Strongbow Slim Cans are a ‘Top 20’ concept for us on purchase intent, liking, uniqueness and believability, and we’re including our new Dry Pear in the variety pack to meet the growing popularity of pear flavor products in the Grocery channel.”
“We are honored that shoppers have chosen Strongbow® 100 Cal Slim Cans as Product of the Year for Consumer Innovation in the Alcoholic Beverage category,” says Reggie Gustave, Brand Manager for Strongbow Hard Ciders. “We can think of no higher praise for our efforts at innovation than to be recognized by shoppers who buy Strongbow® Hard Ciders and who appreciate the taste, refreshment and on-trend wellness focus that the 100 Cal Slim Cans provide,” Gustave continued. “Joining the ranks of past winners who represent some of the most loved consumer products brands in the world is validation that we put the shopper first in the products and packages we bring to market.”
Product of the Year (POY) accepts entries every year from consumer-packaged goods that demonstrate innovation and were launched within the previous year. Winning products are announced in February and receive the right to use the POY seal in marketing communications for two years. Winners of the award, which includes key measures of product satisfaction and purchase interest, have seen a significant increase in sales from the recognition. According to the Kantar research, winners outpace category sales growth by 38.1%. Additionally, consumers are 36% more likely to believe an ad, and are 44% more interested in purchasing a product, featuring the Product of the Year logo. Strongbow 100 Cal Slim can packaging and point of sale will now feature the Product of the Year logo going forward.
Details about Strongbow 100 Cal Slim Cans can be found on their website, Strongbow.com. Photos provided by Heineken USA.