to know that, even if they’re not members
of our association, we’re doing our very
best to bring forward their concerns to
government to enable everyone to do better.”
The OCCA is increasing its use of social
media, using its website and Facebook,
Twitter and Instagram platforms not only
to disseminate information about what it
sees as unfair taxation policies, but also
to let consumers know what Ontario craft
cider has to offer and how the industry
benefits the provincial economy.
“We’ve engaged a marketing company
to help us with our profile, and we’re doing
a lot more advertising, so that consumers
know exactly what an Ontario craft cider is
and what it can do for Ontario in terms of
jobs and economic growth,” said McIntosh.
“This has definitely helped us be more
efficient and effective in communicating
our message,” said Sauriol.
As part of its promotional activities,
the OCCA recently wrapped up a successful
campaign that saw 16 cideries participate
in the Ontario Craft Harvest Pack program.
The 20-can pack, which featured different
ciders as well some related items like apple
chips, proved popular among consumers.
“We delivered it throughout the
province and it was just a great way of
allowing Ontario consumers to try ciders
that they might not always get a chance to
see or buy, and to start to get a sense of the
breadth of cider varieties and styles that
the Ontario craft cider industry has to offer,”
said Sauriol.
Sauriol maintains that the kind of
variety offered by the Ontario Craft Harvest
Pack is what consumers are looking for
these days.
“They really want to try different things
and this type of package gives them that
chance,” he said. “It’s something that we
will try and leverage again in the future and
build on as an opportunity to communicate
what types of ciders are available.”
Cider Month is another marketing
activity the OCCA uses to promote Ontario
craft cider, but the pandemic meant the
association had to change tactics this year.
The Cider Month program, which
runs from mid-September to the end of
October, revolves around in-store tastings
and restaurant promotions, but that wasn’t
possible due to COVID-19 restrictions. The
OCCA relied instead on its website and
social media to get the message out about
Cider Month.
Sauriol says rather than postponing
its annual general meeting in February,
the OCCA may try to stage it using
Zoom. In the meantime, the association
continues to email members frequently
with industry updates from the LCBO,
the Alcohol and Gaming Commission of
Ontario, the Ontario Agriculture Ministry
and other agencies.
F E AT U R E
Photo courtesy of Sea and Ski Realty
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