Giving cider its rightful space

One worked in finance with an investment bank while the other is an economist and researcher. However, that did not stop Ayush and Kalp Patel from foraying into the exciting alcoholic beverage territory. Not just that, they boldly chose to make cider- a drink that is yet to become popular among Indian consumers. However, having won international awards, the brothers are confident that the cider they produce under the L74 brand will soon get an increasing number of consumers asking for more.

The one product that is slowly but surely gaining in popularity is cider. As per a report, the global cider market is expected to reach USD 11.40 billion by 2032 and India is slated to be one of the major producers of cider. That perhaps explains why brothers Ayush and Kalp Patel decided to set up Harvest Brewing (P) Limited with the aim of producing world-class craft cider. At the moment, the company has a craft cider brand in the market – the L74 Craft Cider – which is available in Goa and Mumbai. It will soon be launched in Bengaluru. There are three cider variants under the L74 Craft Cider brand.

These are the traditional Craft Apple Cider, the Craft Coffee Cider and the Craft Citrus Cider. They are manufactured at the company’s own facility at Vinchur Wine Park near Nashik. All the three variants under L74 have no added sugar, are at 6 percent ABV, and are in vegan and gluten-free.

The cider brands have been launched with the objective of exposing consumers to the traditionally made ciders. “Most microbreweries will have a cider listed in the menu. However, these are technically not ciders since they are admixing or cofermenting some amounts of apple juice in ale (beer) or meads,” says Kalp Patel, Director and CoFounder, Wild Harvest Brewing.

Making it good

Winning India’s first-ever gold at the International Cider Challenge is a great milestone for the brand. “We have always positioned ourselves as an everyday premium brand focused on high-quality ingredients, and this prestigious recognition reaffirms our commitment to our customers,” Kalp states.

It also places the brand on a global map of excellence, demonstrating that Indian cider can compete with and excel among the best in the world. The brothers are hoping that this recognition serves as a catalyst to inspire further exploration of cider as a category, fostering both curiosity and loyalty among consumers.

The Market of Ciders 

It is true that the consumer base for cider category is currently low. However, from the perspective of the drink alone, ciders are extremely well-suited for India. The tropical climate demands a drink that is not heavy, has an equivalent kick to a beer, and is refreshing in taste. A well-made cider checks all these boxes. It is certainly healthier and a better tasting alternative to currently available products with equivalent alcohol content. This idea resonates with the younger generation that is constantly looking for such alternatives.

Cider is a fairly new product for the median majority of Indian alcobev consumers. For those who have tasted the L74 Craft Cider, they can be sorted in two groups – people who have never tried a true cider before and people who have had a true cider. The first group has shown an encouraging response and most of them are surprised by its clean and bright taste, crispness of the product, and that it is an alcoholic beverage made solely from apples. The second group has compared the product to internationally recognised brands. This is also reflected by the foreign tourists that have tried the L74 products in Goa. not to mention the wins at the International Cider Challenge 2024.

What works for ciders is the fact that consumers are open to trying new products in the market, especially those that are high-quality items. Moreover, consumers are getting more and more conscious about health and well-being and this can lead them to choose products like cider more often.

The L74 Portfolio 

1. Craft Apple Cider: This is the traditional apple cider. It is rich amber in colour with golden hints, off dry with fresh apple aromas and has a soft palate of bubbles bursting with apple flavours, balanced acidity and a long finish. 

2. Craft Coffee Cider: It is medium amber in colour, almost dry with toasted coffee aromas and a light palate of coffee with hints of apple flavours, crisp acidity and a strong finish.

3. Craft Citrus Cider: It is medium golden in colour, off dry with delightful, complex zesty citrus and apple aromas with a luscious palate of bubbles bursting with lime, honey and orange flavours. The drink is characterised with a balanced acidity and a lovely sweet finish.

The Edge of Cider

With reference to the preferred cider styles, Kalp and Ayush believe that a traditional apple cider is an all-time classic and very hard to beat. “Just to put it in perspective, it took us around 1.5 years to perfect the recipe for our award-winning Craft Coffee Cider. We strongly believe that new flavours that are fun are possible if given adequate time, especially in a country like India where the abundance of fruits and tropical ingredients allow a large width for experimentation,” Kalp avers. Even within the realm of traditional apple cider, there are several possibilities.

From exploring singlevariety apples to barrel ageing, experimenting with different yeasts, and fine-tuning fermentation techniques, the permutations are virtually endless in cider making. It is the thoughtful application and optimisation of these elements which ultimately define the unique profile of a cider.

As of now, there are not more than one or two brands in India that are making real traditional ciders and have a presence in multiple states. Further, given that the category is in its nascent stage in the Indian market, the scope for experimentation and innovation within it is few and afar. Wild Harvest Brewing plans to change the scenario.

Taste and Duty 

One of the points worth noting when it comes to cider is that there is a dire need for congruence in excise policies across states. “The market as well as the government will have to recognise and understand that this is a separate category. This means it requires appropriate treatment for duty structure by the government.

Both these points, exposing the consumers to the taste of real ciders as well as congruence in duty structures, will also help in supporting demand for ciders in India,” Kalp points out. In most states, ciders are categorised as wine, as both are fruitfermented beverages.

From a compliance perspective, all the licenses required for a winery also apply to a cider making unit. Structurally, a cidery is quite similar to a winery, with only minor adjustments needed in equipment such as crushing and bottling machines.

“When selecting the ideal state to set up a cidery, especially at a craft scale, the primary consideration should be your target market. Since most states impose import duties — some very steep, such as in Maharashtra and Karnataka — it is crucial to study the duty structure in your intended market and base your location decision accordingly,” Kalp explains further.

Export Potential

The wins by Wild Harvest Brewing at ICC 2024 are evidence that Indian ciders that are true to the technique have export potential. Ideally, the European market will be a prime suitor to export Indian ciders.

“One must understand though that the consumers there have been exposed to quality ciders since long and would expect similar quality and flavour profile. Moreover, the cider manufacturers in India would need to comply with label and design details according to the rules of countries engaged in importing Indian ciders.