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Common Cider experiences uncommon growth as appetite for cider increases | News

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Common Cider experiences uncommon growth as appetite for cider increases
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California's craft beer boom has sparked an interest in locally brewed beverages. Now, cider-makes like Auburn's Common Cider are looking to capitalize on the trend.


Beverage Industry

magazine cites Nielsen research putting cider's growth at more than 75 percent from 2013 to 2014. Common Cider's own growth speaks to the wider trend.

"Between our first and second year, it was probably 300 percent growth; between second and third, we're about 200 [percent]," Common Cider CEO and founder Fran Toves said. "We anticipate growing another 600 percent from this year to next year. The growth is staggering."

Common Cider -- now sold in chains such as Raley's, Nugget Market, Whole Foods and Safeway -- targets a Millennial demographic with its highly stylized cider cans. Toves, who has two decades of food-industry experience, said she saw a market need for drier, less-sweet ciders.

"Most of the ciders we were encountering were really, really sweet, and I wasn't attracted to any of them," Toves said. "I developed the ciders the way I would like to drink it, and noticed there was a huge opportunity to bring really bold flavors that -- it just wasn't happening in the cider category. Everybody was doing apple or berry."

Common Cider's flavors, which are updated seasonally, currently include apple saison, blood orange tangerine and a hibiscus saison.

The 15-person company, which was founded in 2013, is currently working on expanding its facility in Auburn; it is currently located in an industrial park. Though Common Cider is authorized to sell in California, Nevada, Washington, Oregon, Hawaii, Florida, Arizona and Michigan, Toves said growth will be focused squarely on Common's home state.

"Even though we've seen phenomenal growth, we've just started to scratch the surface of this market," Toves explained. "We want to have a strong presence in our own backyard. Even though we have authorizations in other states, our focus is really here in California."


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