MEADOW ORCHARD CIDER REVIVAL OF EUROPE'S RAINFORESTS
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MEADOW ORCHARD CIDER
AND THE
REVIVAL OF EUROPE’S RAINFORESTS
CONTENTS 1. Introducing Ramborn Cider Co. 2. Our products 3. Future development 4. The Market for Craft Cider
INTRODUCING
THE FIRST CIDER COMPANY
IN LUXEMBOURG
Cider has a rich history in Luxembourg, dating back at least as far as the
Romans. However, this heritage has been neglected for the last century.
As a result, traditional apple trees - a vital
source of biodiversity - have declined in
numbers by 90% since 1902.
Ramborn is taking action to change
that - reviving the culture of cider in
the region and bringing Europe’s
rainforests back to life
EXCLUSIVELY USING APPLES AND PEARS
GROWN IN MEADOW ORCHARDS
Almost all other commercial cider is produced using
some combination of globally traded juice
concentrate, purchased juice, cold-stored apples, or
apples grown in monoculture bush-plantations.
Ramborn only uses freshly
pressed juice from the
precious fruit growing in
nearby meadow orchards
WORKING WITH FARMERS TO REVIVE, MAINTAIN,
AND IMPROVE THESE ORCHARDS
Today, Ramborn works with over 120
local farmers to help them plant, prune,
and manage their trees
Meadow orchards need no
fertilisation and no spraying
- only love and attention
from orchard experts
SLOW WORKING WITH MEADOW ORCHARDS IS
EACH APPLE TREE WE PL ANT TAKES
25 YEARS
TO REACH MATURIT Y
THESE TREES ARE EXTREMELY PRECIOUS: WHEN
LOOKED AFTER PROPERLY, THEY PRODUCE UP TO
200 50+
KILOGRAMS/ YEAR YEARS
(THAT’S MORE THAN 20,000 BOTTLES OF CIDER IN THE TREE’S LIFETIME)
FOR PEARS, THIS CAN TAKE UP TO 50 YEARS
AND ONE PEAR TREE CAN PROVIDE
300 250+
KILOGRAMS/ YEAR YEARS
(THAT’S MORE THAN 150,000 BOTTLES
OF PERRY FROM ONE TREE!)COMPANY TIMELINE
2200 HL
Opening of cider
farm and visitor
centre in Born
Selling cider directly via
internet, as well as 1000 HL
The first idea: to make cider through friends and family
in Luxembourg using local,
unused apples from 700 HL
traditional meadow 10 HL 200 HL
orchards!
2013 2014 2015 2016 2017 2018*
2015 bumper harvest National distribution
Ramborn Cider Co.
and hiring of agreement in Luxembourg;
is founded.
commercial team Focus on growth from new
marketsThis sets a benchmark for what cider is
about… not just in Luxembourg, but
across the world.
Peter Mitchell, Cider & Perry Academy (UK, US, CA)Not only are Ramborn almost singlehandedly restoring
Luxembourg's traditional orchards, they are they
upholding this country's proud, but forgotten, cider
heritage through the creation of fabulous, bold and
innovative products.
Gabe Cook AKA The Ciderologist
AS SEEN ON & (UK)OUR PRODUCTS
OUR STRATEGIC FOCUS IS TO GROW OUR THREE
MOST POPUL AR AND SCAL ABLE PRODUCTS
Each of these products are popular, internationally award-
winning, and available to purchase by full containerIMMEDIATELY AVAILABLE IN:
20L one-way keg
(PolyKeg HS Plus - Type “A” coupler)
330ml glass bottle
Shipped in cartons of 24
330ml can
Shipped in trays of 24, optionally clipped in 4-
can-carriers (PakTech)IMMEDIATELY AVAILABLE IN:
20L one-way keg
(PolyKeg HS Plus - Type “A” coupler)
330ml glass bottle
Shipped in cartons of 24IMMEDIATELY AVAILABLE IN:
20L one-way keg
(PolyKeg HS Plus - Type “A” coupler)
330ml can
Shipped in trays of 24, optionally clipped in 4-
can-carriers (PakTech)CELL AR EDITIONS 2019
A Range of Limited Availability 750ml bottles for Gastronomy
•Whisky Barrel Aged Cider
•Bourbon Barrel Aged Cider
•Rum Barrel Aged Cider
•Apple Quince Blend
•Apple Pear Blend
•Vintage Perry
Luxury packaging suitable for Full tasting and pairing notes
any high-end wine list available for each releaseFUTURE DEVELOPMENT
PRODUCTION
Focusing on Consistency, Scalability, and Availability
Cider storing and blending capacity: current facilities allow for 30,000 HL production
Filling and packaging line: 30,000+ HL/year available immediately
Fruit sourcing: the 2018 harvest has given us the confidence to scale up production of
all varieties of our cider and perry
Sourcing additional fruit from Meadow Orchards is a priority in line with projected salesBRAND BUILDING Investing in World-Class Creative Talent Ramborn is investing in building a distinctive and memorable craft cider brand that can win in the craft beverage category around the world
This will be a full refresh
BRAND of Ramborn
BUILDINGimagery
throughout the range,
Ramborn will beand across their
launching channels
new branding
across their range worldwide in 2019
This will be a full refresh of Ramborn imagery
throughout the range, and across channels
This will be a full refresh of Ramborn imagery
throughout the range, and across channelsCATEGORY DEVELOPMENT
Elevating Craft Cider through Marketing, Education, and R&D
Ramborn’s state-of-the-art facility - based in a renovated 18th century farmhouse - is where all of their fruit is
pressed. The visitor centre offers guided tours and tastings for professionals and members of the public.
With accommodation options in the village, or with transport provided to and from Luxembourg City (35 minutes
by car), the farmhouse is available and perfectly suited to a wide range of commercial purposes, e.g.
✓ International press trips
✓ Staff training workshops
✓ Brand or cider days for key
accounts
✓ Trade customer education and
incentive tripsBUSINESS DEVELOPMENT
Seeking Growth by Entering New Markets
Ramborn is now actively preparing to enter new markets, and is ready to
support such market entries with the expertise, experience, and brand
assets it has built in Luxembourg - alongside the ability to commit
sustained resources to such a strategyGLOBAL EVENTS - CRAFT AND TRADE Building and Deepening Ties With Craft Cider, Beverage Industry and Gastronomy Specialists Around the World
PUBLIC REL ATIONS CAMPAIGN EXAMPLE - GERMANY
Is This the Finest Cider Dinner Ever Served?
Cider-paired menu: collaboration between Léa
Linster (Bocuse d’Or winner, 1989), Ramborn
Cider Co. and one of Germany’s up and
coming star chefs at the Palmengarden
+ your
logo? restaurant
Curated cider flight: featuring award-winning
ciders from around Europe, presented by
Ramborn Cider Co. and the CiderologistTHE MARKET FOR CRAFT CIDER
WHILE CRAFT CIDER STILL MAKES UP A SMALL PART OF THE
OVERALL CIDER MARKET, IT IS DRIVING GROWTH IN THE CATEGORY
70.0% Y2016 Y2017
52.5%
35.0%
17.5%
0.0%
Mainstream Premium Crafted
Source: WESTONS CIDER REPORT 2018 UK figures used here as a reliable leading indicator of Global trends in craft beverage categoriesIN ON-TRADE (HORECA) VOLUME, MOST OF THE
GROWTH IS IN THE CRAFT SECTOR (UK FIGURES)
50000 Change (HL)
37500
25000
12500
0
-12500
-25000
-37500
-50000
Mainstream Premium CraftedGLOBALLY, CIDER IS THE DRIVING FORCE BEHIND
GROWTH IN ALCOHOLIC BEVERAGES
PAST Even in 2014, this was starting - not a passing trend!GLOBALLY, CIDER IS THE DRIVING FORCE BEHIND
GROWTH IN ALCOHOLIC BEVERAGES
PRESENT
Cider is growing against overall slowing
of Alcoholic Beverage category
https://www.foodbev.com/news/global-alcohol-consumption-2017-thanks-wine-cider/GLOBALLY, CIDER IS THE DRIVING FORCE BEHIND
GROWTH IN ALCOHOLIC BEVERAGES
FUTURE Cider (including Perry) global projected CAGR 2017-2024: 6.5%
“Premiumisation to Drive the Global Cider Market”, Global Industry Analysts Inc., May 2018
https://www.strategyr.com/MarketResearch/Cider_Market_Trends.aspTHERE IS A CLEAR GLOBAL OPPORTUNIT Y FOR A HIGH-END QUALIT Y
CRAFTED CIDER WITH CONTEMPORARY, CREATIVE BRANDING
This will be a full refresh of Ramb
throughout the range, and across cCHEERS!
Before joining Ramborn in 2016 (and after a short
ADIE KAYE stint as a touring bass guitarist and recording
engineer), Adie was a senior strategic consultant
at the prestigious market research agency The
PRESIDENT Behavioural Architects (London, Oxford, Shanghai,
PRODUCTS & MARKETING Sydney).
adie.kaye@ramborn.com While there, he worked on a wide range of market
+352 621 758 341 entry and new product development challenges.
His clients included Diageo, Mondelez, Kellogg's,
PayPal, Pepsico, and Unilever. He still plays guitar.A MESSAGE FROM OUR INVESTORS
“Becolux is a family group whose portfolio today includes sustainable real estate,
renewable energy, and CSR management - Ramborn fits into the historical
roots of the group, which started out trading fruit in Luxembourg in the 1960s.
Becolux believes that now is the perfect time to grow a craft cider brand based in
continental Europe, and Ramborn has full commitment from the board. As a
family company, Becolux are in it for the long haul.”You can also read
