Cider Canada will provide an equal contribution, bringing the total approved project value to $196,900. “Canadian cider has a strong and distinctive story to tell,” said Barry Rooke, Executive Director of Cider Canada / Cidre Canada. “By working together nationally, we can open doors and create opportunities that many producers would find difficult to pursue on their own for a product that deserves to be further showcased internationally.”

Running from April 1, 2026, to March 31, 2028, the project will help Canadian cider producers better understand priority markets, develop a co-ordinated national identity for international promotion and establish relationships with importers, distributors, retailers and other prospective buyers.

The project will support:

• Research and analysis of the Canadian and United Kingdom cider markets
• Development of a bilingual Canadian cider export brand and marketing toolkit
• Digital resources, multimedia storytelling and training to support export readiness
• Canadian tasting events and engagement with domestic and international buyers
• A targeted trade mission to the United Kingdom, including business-to-business meetings and product showcases

“The Canadian cider industry is an important part of our nation’s vibrant food and beverage sector, offering unique, high-quality products rooted in Canadian agriculture,” said the Honourable Heath MacDonald, Minister of Agriculture and Agri-Food. “By supporting projects like this, our government is helping producers develop the tools and international relationships they need to compete and grow. Together, we are opening new doors for exporters and enhancing Canada’s reputation for excellence.”

Since Cider Canada / Cidre Canada began its work in 2021, the association has focused on bringing producers together and supporting more co-ordinated growth for the cider industry across the country. This initiative builds on that foundation by providing producers with practical market intelligence, shared promotional resources and stronger connections to potential international partners and provincial partners. It will help the sector grow together nationally while positioning Canadian cider as a distinctive, high-quality Canadian agri-food product in international markets.

This project is funded in part by the Government of Canada under the AgriMarketing Program.

A local distillery is getting a fresh infusion of energy, vision and deep community roots as entrepreneurs Ashley and Matt Graham, owners of Homestead Orchards in Woodstock, take the reins at Moonshine Creek Distillery, relaunching it as Downriver Beverage Co. At the heart of this story is a love for local.

What started as a small orchard side hustle in 2017 has grown into a thriving agritourism destination with 3,000 apple trees, a popular cider line and, now, a full-fledged expansion into craft spirits. For Ashley, the new venture is more than a business move – it’s a way to support fellow farmers, create local jobs and showcase the incredible flavours grown in N.B. “I’m excited to be starting this next venture with Downriver Bev Co.,” said Ashley. “We hope to continue collaborating with local producers and to help find markets for more [N.B.] goods.”

Fans of Moonshine Creek’s unique spirits, like the Chicken Bones Liqueur or the Downriver Whisky, will be glad to know the legacy is in good hands. Former head distiller Jeremiah Clark is staying on as the lead distiller at Downriver Beverage Co., ensuring continuity in quality and creativity. “We have new creations to come and will continue to make the same products people know and love,” said Clark. “People love natural products that connect to their community … It’s great to share my passion with dedicated entrepreneurs who want our region to succeed.”

With the Grahams’ acquisition, customers can expect to see an expansion not only in traditional spirits, but in exciting new directions, like barrel-aged ciders, and an expanded sparkling cider line that celebrates the rich agricultural bounty of the region.

The Grahams’ business model has always been community-first. Their Homestead Orchards property doubles as a working farm and welcoming agritourism destination. It’s a place where school groups learn about farming, families shop at the farm market and locals gather to enjoy cider made on-site. The move into distilling builds on that foundation, creating new opportunities for collaboration with other N.B. growers and producers.

The location of the distillery – just off the Trans-Canada Highway at Exit 172 – makes it an ideal stop for both locals and visitors. Whether a curious tourist or a long-time fan of craft spirits, Downriver Beverage Co. offers a distinctly N.B. taste of home and hospitality.

One of the most exciting parts of this new chapter is the opportunity to further develop non-alcoholic offerings. While Homestead Orchard’s fresh cider is a seasonal favourite, its sparkling cider is available year-round, and the Grahams plan to grow that line to reflect the same dedication to local sourcing and flavour. “Our beverages should welcome visitors to [N.B.] and give residents a taste of home they will enjoy,” said Ashley. “[N.B. residents] are hospitable, helpful and caring. That’s the message we want everyone to receive.”

Downriver Beverage Co. products are available at the Waterville distillery online at downriverbevco.com and moonshinecreek.ca.

As a globally-recognized, award-winning commercial winemaker, distributor, consultant and the owner of Nova Scotia-based PayDay Cider – and now Red Core Cider Solutions – Rivard isn’t just on a mission to produce bulk cider; he wants to redefine how large-scale cider-making can preserve the character and complexity of artisanal methods.

Launched in 2024, Red Core provides high-quality bulk cider to wineries, distilleries, cideries and breweries across North America, specializing in Nova Scotia apples to deliver unique regional flavours. Offering customizable blends suited to client preferences, Red Core works closely with businesses to develop signature cider profiles. With efficient bulk packaging options including IBC totes, Flexitanks and bulk transport trucking, the company accommodates one-time specialty batches or a regular supply.

With consumers developing a more discernible palate than ever before and unique preferences on the rise, Rivard knew that consistency and delivering a high-quality product were non-negotiables for Red Core Cider, especially at scale. The company achieves this through a combination of technology and rigorous process oversight.

“We generate detailed data logs for every production run, which we analyze to ensure each batch meets our strict standards for taste, alcohol content and clarity,” said Rivard. “We also employ a dedicated quality assurance team that conducts sensory evaluations and lab testing at multiple stages: post-pressing, mid-fermentation and pre-packaging.”

To meet these standards, Red Core’s facility is HACCP certified, maintaining a high level of traceability. The company has also adopted advanced filtration techniques, including crossflow filtration, which removes impurities without stripping the cider’s natural characteristics. The result? Every single bottle, can or keg that leaves Red Core’s facility tastes exactly as intended, whether it’s part of a 1,000-litre or a 50,000-litre run.

It’s this dedication to a streamlined operational process that really sets bulk production apart from traditional cider-making methods. According to Rivard, while the ambient fermentation and simple blending techniques used in traditional cider-making yield nuanced and natural results, these techniques lack the precision needed to create at scale.

“We’ve modernized fermentation by using specific yeast strains sourced from proven sources, created to enhance the apple varieties we work with,” he said. “Unlike traditional methods that might let fermentation run its course naturally, we control the process with temperature regulation and timed interventions to potentially halt fermentation at the desired level that a particular apple variety would demand to ensure the best varietal characteristic and acid balance.”

Going beyond the old-school “mix and taste” approach, Red Core employs a digital blending system to create exact flavour profiles that can be replicated across batches. This results in bold, yet balanced ciders that appeal to both traditional and modern palates alike.

To operate on a large scale, Red Core’s equipment must be as reliable as it is delicate – both a workhorse and a preserver of nuance. A cornerstone of its operation is its state-of-the-art apple belt press system, which gently extracts juice at a controlled pressure, maintaining flavours and aromas that harsher methods might strip away. The company has also invested heavily in temperature- controlled stainless steel fermentation tanks equipped with automated cooling jackets, fine-tuning the fermentation environment for optimal yeast performance. For blending, Red Core’s high-precision system incorporates flow meters and digital controls, ensuring uniformity across large batches.

Innovation and sustainability go hand-in-hand at Red Core. To complement its apple supplier’s commitment to regenerative farming – practices such as cover cropping and reduced pesticide use – Red Core repurposes apple pomace into compost or biofuel feedstock. The company also reduces its environmental impact through insulated tanks that minimize energy consumption, a closed-loop water system for equipment cleaning, lightweight aluminum cans and bulk kegs with a lower carbon footprint than glass bottles.

“These efforts not only reduce our environmental impact, but also resonate with consumers who value eco-conscious brands,” said Rivard.

Rather than relying on a rigid production line, Red Core has adopted a modular production design, allowing flexibility and scalability without sacrificing creativity. “We’ve developed a flexible setup that can scale up or down depending on demand, allowing us to produce large volumes efficiently while still experimenting with smaller, specialty batches,” said Rivard.

This customization capability means Red Core can adjust tank sizes and production lines quickly so it can personalize batches to client specifications without disrupting its core output. “For example, if a distributor wants a drier cider with a specific ABV for a regional market, we can isolate a portion of the production run, tweak the fermentation timeline and deliver exactly what they need,” said Rivard.

Quick adaptability comes in handy for Red Core because staying ahead of emerging trends means listening to the market and acting fast. “We keep a close eye on consumer trends, like the growing demand for low-alcohol or fruit-infused ciders, and use our flexible production model to pivot quickly,” said Rivard. For instance, when Red Core saw hard seltzers gaining traction, they experimented with a cider-seltzer hybrid that blends its apple base with a crisp, bubbly finish, and it’s been a hit with younger drinkers.

Red Core is on a mission to produce that handmade, artisanal quality that cider drinkers expect, but make it for the modern-day era. One of the key innovations the company has started to implement is an automated batch monitoring system that allows it to oversee each stage of production, from pressing to fermentation, in real-time.

“This system uses sensors to track sugar levels, acidity, fermentation progress and temperatures, enabling us to make precise adjustments on the fly,” said Rivard.

The company is also experimenting with smart fermentation technology that uses AI to predict and optimize flavour outcomes based on apple variety and yeast performance. “It’s still in the early stages, but the potential to refine our process even further has me buzzing with anticipation,” said Rivard. He believes that technology in bulk cider production will continue moving toward greater automation and data-driven decision-making.

“We’re already seeing this with [Internet of Things]-enabled equipment that can communicate across the production chain, reducing human error and boosting efficiency,” said Rivard, noting that more AI integration can be expected, not just for fermentation, but for predicting consumer demand and optimizing supply chains. Red Core aims to lead by pioneering these smart systems while keeping the craft spirit alive.

Even though Red Core leans on automation and data-driven decision-making, Rivard insists that technology is only part of the equation. His partnership with Lightfoot and Wolfville Vineyards – a respected winery and apple supplier in Nova Scotia’s Annapolis Valley – remains a driving force behind Red Core’s innovation.

“Our apple supplier provides us with a steady stream of high-quality, sustainably grown fruit and has collaborated with us on innovations like our custom maceration process, which enhances the tannins and mouthfeel of our ciders,” he said.

Yet, beyond scientific advancements, it’s the partnership itself that fuels Red Core’s growth. Spanning eight generations, the Lightfoot family turned to small-scale cider production during the Second World War, fermenting surplus apples to save their farm. Rivard credits that same spirit of resilience and ingenuity as a major motivator behind Red Core’s approach to innovation.

“Lightfoot and Wolfville’s expertise in fermentation science, honed through their wine production, has directly influenced our processes,” said Rivard. “They introduced us to the specific yeast strains we now use, which are tailored to bring out the best in our apple varieties, and shared their knowledge of wild fermentation and bottle-conditioned carbonation; techniques they’ve preserved from their cider-making days.”

Together, the two companies are experimenting with barrel aging – some barrels once held red wine – to develop ciders with unparalleled depth. The vineyard’s sustainability initiatives have also inspired Red Core to integrate eco-friendly technologies into its operations, reinforcing the company’s commitment to both tradition and the future. As Rivard looks ahead, his goal is clear: to lead the industry in both scale and quality, proving that high-volume cider-making can still feel handcrafted.

“We want to be the company that proves you can produce cider at scale with cutting-edge tech and still deliver a product that feels handmade and authentic,” he said.

The Manitoba born-and-raised farmer believes that the concept of buying local should come from simply wanting a superior tasting product – something he’s cultivated over six years at the helm of Dead Horse. “I’m a big supporter of ‘buy local,’ but as a producer, it’s up to me to actually provide a product that you want,” said Wiebe. “Maybe I can get you to try something because it’s local, but I want you to buy it again because you like it.”

Prior to Dead Horse, Wiebe, a fourth-generation farmer, grew crops of peas, beans, sweet corn and pumpkins. With a surplus of orders, he moved his operation to a larger facility adjacent to Dead Horse Creek in southern Manitoba’s Pembina Valley. Looking to find more ways to use the facility year-round, Wiebe invested in an apple press.

“My thought at the time was that there were so many apples going to waste in Manitoba,” said Wiebe. “No one was pressing or buying apples commercially then, and all the apples from hundreds of apple trees in the province were just going to landfills.”

Wiebe began pressing apples to sell juice in bulk, but with a shelf-life of only 10 days, he often found himself with fermented apple juice on hand. “I thought, ‘Why aren’t we just fermenting this on purpose?’” he said. With the facility, apple press and cooler already in place, Dead Horse Cider Co. was officially born in 2017, with its first cider released in 2018.

Southern Manitoba is a unique agricultural area for apples. In the 1960s, the Morden Research Station, just a 15-minute drive from Dead Horse, was tasked with developing apples that could thrive in the Prairie’s harsh winters. This has made for unique varietals that can only be found in this select region. For instance, the Kerr apple, a cross between a Dolgo crabapple and a Haralson apple, can adapt to a variety of soil conditions, stores well and has a sweet and tart flavour.

Kerr apples are winter-hardy and get picked after the fall frost, at which time Wiebe processes them into Dead Horse’s Life Is Rosé reserve, a semi-dry cider featuring a blushing rose colour and a fruity, mild tannin flavour. Life Is Rosé won Best in Class at the Great Lakes International Cider and Perry Competition in the Rosé Cider category, and it’s the product Wiebe says he’s most proud of. “We wouldn’t have this type of cider if we were outside this part of Manitoba,” he said.

Wiebe leverages the ingredients that are available to him, sourcing apples mostly from small orchards and – get this – people’s backyards. For Dead Horse’s core ciders that are available across Manitoba liquor stores and beer stores – such as its Cherry On cider and Far from the Tree cider, which features hops – Wiebe sources thousands of pounds of ingredients to ensure he can get through a full calendar year of production, relying on local farmers and producers as much as possible, and calling upon B.C. farmers for more apples when needed.

As many are experiencing right now, producers or not, costs are rising. Whether it’s interest rates or produce prices, cider producers are feeling the pinch. For Wiebe, this also influences the products he’s able to sell. “I’d love to sell a Haskap cider in stores, but the price point would have to be way too high for most consumers,” he said.

However, it’s not just Wiebe’s costs that are taking a hit – he knows consumers are, too, and he’s hoping provincial laws will eventually take a more unified approach to pricing structures for any alcohol that’s under six per cent, regardless of if it’s beer, ready-to-drink beverages or cider.

“Most consumers don’t know that beer is marked up less than cider,” he said. “I’d like to see more of a level playing field.” For now, it’s Dead Horse’s Reserve Cider line where Wiebe has the opportunity to flex a little more creative muscle. “We’ll create one-offs, just depending on what’s available. If someone wants to give us Haskaps, blackcurrants or strawberries, we’ll use that as inspiration for a small batch,” he said. “We try to use any types of Manitoba fruits that might have been forgotten otherwise.”

Dead Horse, which now has four full-time and 10 part-time employees, also produces its Backyard Blend seasonally, a community-based cider made from backyard apples. Every fall, Dead Horse accepts apples from across Manitoba for pressing in exchange for cash, fresh juice or hard cider. Every 25 pounds of apples received means a 500-ml bottle of the product in return.

I’m a big supporter of ‘buy local,’ but as a producer, it’s up to me to actually provide a product that you want. Maybe I can get you to try something because it’s local, but I want you to buy it again because you like it.

Marcus Wiebe, Dead Horse Cider Co.

“With Backyard Blend, we wanted to find ways to use up all these backyard apples so that none of them went to waste,” said Wiebe, who says that last year, Dead Horse was able to save about 200,000 lbs of apples from the landfill.

Backyard Blend guarantees that each year’s product features different flavour notes after its fermentation and bottling period, which lasts approximately four to five months. These blends are typically dry, featuring varietals such as crabapples, Goodland apples and Norkent apples. “We leave it as a dry, scrumpy cider that changes every year, from its sourness to more tannins, but they’re always easy drinking,” said Wiebe. “Dead Horse got started because we wanted to find ways to use up Manitoba apples. Backyard Blend is a way that we stay true to our roots.”

Backyard Blend isn’t the only way that Dead Horse cultivates a strong connection to its community. Through its Artist Series, Dead Horse collaborates with local artists to pair its cider with custom-made bottle labels that create limited-edition works of art while showcasing how much talent Manitoba has to offer.

For its Artist Series, Dead Horse creates a rough version of a cider blend and gives it to an artist in its community to let it inspire them, whether that’s through songwriting, collage, painting or any other medium. Then, Dead Horse will feature that artwork on the bottle once the final cider is released, sharing profits with the artist on each bottle that’s sold. As part of the deal, artists also get to collaborate with Dead Horse to host an evening in the taproom, where they can showcase their creations with friends, family and the community.

The choice to make Dead Horse’s taproom a welcoming gathering space for its community was intentional. The taproom is an inclusive, social environment that isn’t just about enjoying great cider. In fact, Winkler, the town that Dead Horse is located in and that Wiebe is from, was a dry town as little as two decades ago. Dead Horse embraces that its customers might have differing viewpoints on alcohol consumption. Because of this, Wiebe has created a relaxed space where consumers know they can enjoy a cold cider, but if they don’t want to imbibe, Dead Horse can work with that, too.

“We try to create an atmosphere where everyone can feel welcome and safe, and enjoy our patio even if you’re not a drinker,” said Wiebe, noting that Dead Horse also offers non-alcoholic options and regularly hosts guest chefs and events such as trading card nights.

While Wiebe ensures that Dead Horse stands as a strong pillar in its community, he knows he’s up against some stiff competition in the cider space. However, his viewpoint on that might be surprising. “I don’t view craft cideries as competing against each other,” he said. “I view all of us [as] competing against large companies. It’s such a competitive world, and we do a great job on social media, but most players just don’t have the money that Molson does, and so you miss out on the ad spend,” he said.

While supporting local is great, at the end of the day, that’s not a good enough reason to keep purchasing Dead Horse products, says Wiebe. “People sometimes talk about making cider in Manitoba like it’s some kind of obstacle we’re overcoming,” he said. “In reality, we make this cider because we’re here, because we have these unique Prairie trees and because we couldn’t make these varieties anywhere else. We’re making these ciders because we’re in Manitoba, not despite it. I hope that our quality of product and what we represent will encourage people to buy, and to continue to buy.”