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Jeffery House and Herlinda Heras
Jeffery House is back on Brew Ha Ha with Steve Jaxon and Herlinda Heras, with news about the company he founded and is back managing now. Jeffery has been on Brew Ha Ha before. His most recent visit was this episode last May, after his book was released.
He sold Ace Cider to Vintage Wine Estates which burned through money and declared bankruptcy. He and his sons attempted to buy the brand back. They went to an auction in New York for the assets. They “got pipped at the post” as a third-generation Budweiser distributor had the winning bid. But Jeffery approached them offering his services and they accepted it. Jeffery is confident that in a year or two they should be back to where they were. Jeffery mentions that they had been debt free for five years and their distribution was getting really strong. The consumers have been very loyal. Awareness of the brand is strong and they are happy with the compliments they are receiving now.
The Cider King
Jeffery House’s book The Cider King came out in May. It is his autobiography, tracing his life from England, in the advertising business, coming to America, starting to import British beer into America. He encountered cider while in the beer business. The book goes through all the events from his discovery of the Sebastopol apple orchards to the founding and growth of Ace Cider.
Visit Russian River Brewing Co. on 4th St. and at their Windsor location. Click the logo to visit their website for hours, menus and beers on tap.
Their ciders range from 5% to 8% ABV but the alcohol is not as prominent in the flavor profile, compared to beer. They discovered a strong demand in the Hispanic market, for example there are about 500 taps of Ace Cider in El Paso, TX.
Herlinda mentions that cider is a great choice for holiday meals and also for toasts. Jeffery says you could pour his Joker cider and it will pass for California sparkling wine.
Jeffery’s wife was in the cantina scene of Star Wars, she was an intergalactic spy smoking a hookah pipe in the bar.
In the western part of Britain, cider is a more popular drink than beer. Bretagne, in northwest France, is also the home of cider in France. That is also the land of crepes and their classic combination is any kind of crepes with a glass of cider.
Cider is gluten free, low calorie and refreshing. It is also versatile, so you can drink it alone or with anything. Cider is actually made more like wine than beer and is taxed as wine too. You make it in a couple of weeks. You can vintage age it but it doesn’t have to undergo all that. It is growing in popularity as people gain awareness of it. That is a different than the trajectory of some of those seltzer drinks. They shot up in popularity then down again (kind of like shaking a can, opening it, getting a big splash, then just a wet mess).