The Perfect Summer Cider for the Heat Down Under: Profiling Australia Trade Tasting exhibitor Sidra Del Verano.


Australia Trade Tasting exhibitor Sidra del Verano Summer Cider

Australia Trade Tasting interviews Anne Sequeira, Managing Director of Conquistador Brand Management Sidra Del Verano, on the family story behind Sidra Del Verano.

With it’s simple characteristic label and smooth, sweet taste, experience Sidra Del Verano Cider and you know that they’ve captured the essence of Australian Summer. They don’t pretend to be from down under, in fact they’re the first to state proudly that their apples are from the Basque region in Northern Spain and that their secret family recipe has been perfected over five generations, but they certainly know how to make a cider that’s the perfect choice for a hot summer’s day.

With a great fruity supporting brand line-up (Mango & Passionfruit, Blackcurrant & Cranberry, and Peach & Apricot) to go along with their traditional Spanish Apple Cider, Sidra del Verano labels are easy to drink, refreshing, and tap into a premium market for those consumers who want something special for their afternoon’s delight. We caught up with Anne Sequeira to follow along as they continue to gain momentum in Australia.

1.  What inspired Sidra Del Verano?  What is the story behind your name?

Well, Verano is made using an old recipe that has been handed down over 5 generations in the Soroa family.  Due to the product’s extremely light and refreshing nature, the recipes were produced as a summer batch for the local community in San Sebastian to enjoy during the long hot afternoon and evening of summer. Hence when we decided to  re-package this product and sell it  globally, the name “Sidra Del Verano” translating directly to “the summer Cider” was perfect.

2. When did the product launch in Australia? What has been the reponse?

Verano launched in Australia in January 2014 and has had an outstanding reponse by consumer and the trade. The product is ranged Nationally in Dan Murphy’s and also in some premium BWS stores. It is also in over 100 on-premise venues in Sydney and Melbourne. Consumers love the natural and easy drinking taste.

3.  What branding, strategy, etc. are you guys going to be highlighting at Australia Trade Tasting?

First and foremost, we want the trade to taste Verano and see for themselves the superior quality versus those of competitors. Secondly, we want the Australian trade to know that Australia is an important market for Verano and that we will be investing heavily over the next 5 years. Lastly, we will take the trade through our marketing plans which include event sponsorship, social marketing and “word of mouth” marketing.

4. How is Sidra Del Verano different to other products?

It is made from 100% freshly crushed CULINARY apples. It is the use of fresh culinary apples, as opposed to the traditional “bitter sweet” apples, that gives Verano its natural sweetness.

5.  What’s next for Sidra del Verano?

In Australia, it’s a big focus on building the brand in the on-premise to reinforce it’s premium image and gain trail. Moreover, we will be focusing on event sponsorship, social marketing and working on the ground trying to get our brand recognition up through word of mouth.

Today, Verano cider remains a Soroa family-run business, only now they export their refreshing, easy-drinking cider to over 60 countries worldwide. Sun, rain, wind, soil, passion. Verano is a cider born out of tradition and the spectacular, often rugged countryside of the Basque region.  It’s a great story about dedication to quality and tradition that has found it’s way from the northern reaches of Spain all the way to the Australian Outback.

Are you a winery, brewery, or distillery looking to expand your distribution in Australia? Exhibit and connect with leading importers and distributors at Australia Trade Tasting.

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