Willie Smith’s is one of the oldest family businesses in the Huon Valley and has been growing apples on the family farm since 1888.
130 years later, owner Andrew Smith is adapting to a competitive market, now creating cider with the farm’s production overflow.
The idea formed after joining forces with drinks marketer Sam Reid.
Ian and Willie Smith working on the family property in 1963. Source: Willie Smith's Cider
“We’re always having a percentage of drop that’s not up to full spec and I was looking for a product that could consume those apples firstly, and hopefully, turn into something that might be viable, profitable or add value,” says Andrew.
Andrew met Sam through a mutual friend in 2011 when premium cider was starting to pick up in Australia.
The Smith farm has been in the family since 1888. Source: SBS
The Smith farm went organic in 1997, using processing techniques without the use of synthetic chemicals or GMOs.
It was a response to a failing industry and one of the first signs of Andrew’s innovative thinking in business.
“I came back into the Tasmanian apple industry in the 80s right in the demise of the industry”, says Andrew.
“I was talking to backpacker and he said if 99 bananas jump off a cliff, why do you want to be the 100th?”
15 years later, Andrew had the organic apples, Sam had the industry know-how. They were shipping cider to the mainland within 3 months of their launch.
“The ciders I saw in the Australian market were one dimensional and I thought there was an opportunity to do something with more textures, a bit more crafted I suppose,” says Sam.
Their full-bodied cider now has a 0.6% stake in the $260 million Australian cider market which is dominated by brands owned by the big alcohol companies - like Lion or Asahi.
One of the businesses best branding mechanisms has been renewing the old Apple Shed as a cellar door for the Willie Smith’s cider brand.
The Willie Smith's Apple Museum Source: SBS
Originally built in 1942, the apple packing building has been restored and remade into a museum and restaurant.
It has become the dedicated place to enjoy food that's been matched with Willie Smith’s cider and for customers to be shown Huon Valley's incredible apple history.
Along with a focus on marketing their product in unique ways, the business partners have also brought on a strategic advisor for their 30 staff strong company.
“I call him 'referee', it’s good to have a third-party voice that takes emotion out of it”, says Sam laughing.
Co-Founders of Willie Smith's Cider, Andrew Smith and Sam Reid. Source: Supplied
It’s clear the business is taking the future direction seriously. Andrew has started harvesting apples specifically for cider use, in order to take the cider’s reputation to the next level.
“We’re here to change the Australian cider market really. We don’t want cider to be that drink young people drink on hot summer’s day. We want it shared with friends at restaurants paired with food, we want to compete globally,” says Sam.
