American Cider Association (ACA) CEO Michelle McGrath will depart from her role at the trade association at the end of the year, the ACA announced Wednesday.
McGrath has led the ACA for more than eight years, serving as the group’s executive director and first CEO. At the time (2016), the ACA was the United States Association of Cider Makers, and was rebranded in 2020.
“Michelle has been instrumental at the helm of ACA for both our organization as well as for the cider industry,” ACA board president and Bauman’s Cider owner Christine Walter said in a press release.
“We will miss her creative, strategic, and compassionate leadership, but we are excited to see where her next endeavors take her,” Walter continued. “The board is grateful for Michelle’s 8 ½ years of service during which she reached many meaningful milestones for the ACA.”
“I’m really proud of what the board, staff, volunteers, partners, and members have accomplished together over the last 8+ years,” McGrath said. “It’s been a true honor to work with such inspiring people, and although I am ready to move to the next phase of my career, I will cherish my time and the relationships I’ve built at the ACA forever.
“It’s hard to express how much the people in this industry mean to me, and I’m incredibly grateful for the friendships and memories made. I was a cider fan before I took the reins at the ACA, and I’ll be a cider fan for life!”
McGrath did not share where her career will take her next, but “her championing of farmers will continue in her next role,” according to the ACA. McGrath plans to attend next year’s CiderCon, taking place in Chicago, February 4-7.
The ACA board of directors is now accepting applications “for its next dynamic and visionary CEO.” Applications will be accepted until 9 p.m. PT on November 24. However, “interested applicants are encouraged to apply early, as applications will be reviewed on a rolling basis.” Interested parties can submit a resume, cover letter and three references to career@ciderassociation.org.
The role of CEO is available as a remote position with a salary of $100,000 to $110,000, according to the job listing. The ACA breaks down the position’s responsibilities as 25% strategic management, 25% event management (i.e. CiderCon), 15% fiscal and operational management, 10% advocacy and 10% board management and development.
Required qualifications include at least five years of “non-profit or related for profit organizational leadership at a senior level,” as well as “work experience in agriculture, consumer packaged goods, value-added products, beverage or other related industry,” among other requirements and preferred qualifications.
Whoever fills McGrath’s shoes will be following in the steps of a laundry list of accomplishments, including a reimagining of the ACA and its role. McGrath led the trade association as it expanded by more than 60%, to nearly 800 members, and a +100% increase in its annual revenue through diversified funding sources, according to the release.
McGrath was also a part of organizing and leading eight of the 14 CiderCon events, the largest cider industry event in the world. The 2024 event, held in Portland, Oregon, set a new registration record and had 1,100 attendees, despite ice storms in the area.
Legislative accomplishments achieved during McGrath’s tenure include:
- The 2020 approval from the Alcohol and Tobacco Tax and Trade Bureau (TTB) for 12 oz. packages of wine, mead and hard cider that are more than 7% ABV, (comments for 16 oz. and 19.2 oz. allowances recently closed);
- Permanent passage of the Craft Beverage Modernization and Tax Reform Act in 2020, along with other bev-alc trade groups;
- The introduction of the Bubble Tax Modernization Act in the House of Representatives this year, which would increase the allowable carbonation levels for fruit cider, fruit wine and fruit mead that are under 8.5% ABV.
McGrath also helmed the ACA in its recent collaborations with the Brewers Association, including recently adding hard cider to the Great American Beer Festival and its corresponding beer awards.
McGrath told Brewbound that she’s most proud of the ACA’s advocacy work, adding: “I hope there are some exciting advancements before the end of the year to celebrate more achievements. Cider deserves parity with beer, wine and spirits.”
Meanwhile, the hard cider segment has attempted to navigate its place in bev-alc as it toes the line between wine and beer. The segment has also seen a shift in recent years, as regional brands passed national brands for more than 50% share of the segment in 2022, and continue to grow and expand while national brands record declines.
Year-to-date (YTD) ending October 5, hard cider has decreased dollar sales -2.8% and volume -5% in NIQ-tracked off-premise channels (total U.S. xAOC + liquor plus + convenience), claiming 1% share of total beer dollars in the period, according to data shared by 3 Tier Beverages. In Circana-tracked channels (total U.S. multi-outlet + convenience) hard cider dollar sales have declined -2.6% and volume -3.8% YTD (ending October 6), with 1.04% share of YTD beer dollars.
Asked about her wishes for the ACA’s future, McGrath said: “The ACA has grown largely by creating an environment that is welcoming for all to experience cider. My hope is that [an] approachable, friendly atmosphere continues to grow, and that cider keeps lifting each other up. If cider continues to embrace diversity, the category will thrive for years to come.
“My wish for the allied trade industry is to look at cider as a stand alone category, and to give the category the nuance you would give wine, beer or spirits. I think we’ve more than proven cider is its own category. I hope that can be part of my legacy.”
And what will McGrath have in her glass for her farewell toast?
“I’m not sure what cider it will be, but it will definitely be a bittersweet one (cider joke there for the cider nerds).”
McGrath joined Brewbound Frontlines for a state of the craft cider industry discussion in early 2022. Rewatch the virtual panel here.