Today the United States Association of Cider Makers (USACM) unveiled its new brand as the American Cider Association (ACA), including its new logo, created by graphic designer Randi Karabin of SIP Publishing. The ACA announced that 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,” Michelle McGrath, Executive Director of ACA, said. “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.”
Last August, 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.”
ACA will continue the new year supporting more campaigns directed toward consumers and trade.
“We will continue utilizing our Pick Cider® brand for those efforts,” McGrath 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.”