New York is launching a statewide campaign designed to make cider a larger part of the state’s agricultural tourism strategy and encourage visitors to explore its cideries, orchards and surrounding communities.
Gov. Kathy Hochul and the New York Cider Association announced the launch of the “NY State of Cider” campaign Sept. 25, a statewide initiative intended to promote New York’s cider industry while connecting visitors with cider makers, apple growers, restaurants, retailers, hospitality businesses and other tourism destinations.
The campaign includes a new partnership between the New York Cider Association and Airbnb. The partnership will create a dedicated digital destination guide featuring local accommodations, cideries, orchards, restaurants, bottle shops and nearby attractions across five distinct cider regions in New York.
The goal is to make it easier for travelers to build trips around New York cider and encourage visitors to spend time — and money — within the communities surrounding cider businesses.
“Let’s raise a glass and toast New York’s cider producers,” Hochul said. “Our world-class apple growers, innovative cider makers, and vibrant rural communities have made New York a leader in hard cider production. The NY State of Cider campaign will showcase these assets to residents and visitors from around the country while creating new opportunities for farms, small businesses, restaurants, and tourism destinations.”
New York has more active cideries than any other state and is the nation’s second-largest apple producer, according to the state. The state says its apple and cider industries have an annual economic impact of more than $1.8 billion.
The campaign is built around the idea that cider can serve as a gateway to the agricultural communities where it is produced, giving cideries another way to position themselves as destinations rather than simply places to purchase a beverage.
“New York hard cider begins in our orchards and reflects generations of agricultural excellence,” New York State Agriculture Commissioner Richard A. Ball said. “Every visit to a cidery supports our growers, strengthens local food systems, and helps preserve the working landscapes that define our state. This campaign shines a spotlight on the incredible people behind New York agriculture while encouraging more consumers to experience firsthand where their food and beverages come from.”
The Airbnb guide will feature five cider regions and allow travelers to pair lodging with nearby cideries, orchards, restaurants, scenic attractions and outdoor recreation.
According to Airbnb, 86% of travelers are interested in visiting rural communities, while nearly two-thirds of Airbnb guests travel within 300 miles of home.
“New York State is home to some of the world’s best orchards and most skilled cidermakers in the country,” New York State Liquor Authority Chair Lily Fan said. “This NY State of Cider campaign will illustrate what it’s like to visit New York and find one-of-a-kind agricultural experiences, world-class hospitality and orchard-fresh beverages unlike anywhere else.”
The campaign also reflects an effort to present New York cider as a regional experience rather than an individual product, connecting cideries to the farms, food businesses and communities around them.
“New York is the country’s leading hard cider producer, thanks to the business owners who pour their hearts into making their craft cideries must-visit agritourism destinations,” state Sen. Michelle Hinchey said. “This new partnership between the New York Cider Association and Airbnb is a smart way to welcome visitors to our region and help them discover the fantastic family-run orchards, cideries, and restaurants on their next trip.”
New York Assemblymember Donna Lupardo, a co-sponsor of the state’s original Farm Cidery law, said the initiative could further establish cider as part of the state’s agricultural tourism sector.
“New York’s hard cider is widely considered the gold standard!” Lupardo said. “This is why I was so supportive of including the NY State of Cider initiative in this year’s state budget. I have no doubt that by showcasing our apple growers, cider producers, and cideries that they will become an even more important part of the state’s agricultural tourism sector.”
For the New York Cider Association, the campaign is intended to broaden the way consumers experience the category by putting cider makers and the agricultural communities behind their products at the center of the tourism experience.
“Hard cider is one of the most authentic ways to experience New York,” New York Cider Association Executive Director Scott Ramsey said. “Every glass reflects the orchards, farmers, makers, restaurants, and communities that bring it to life. This campaign is about far more than promoting a craft beverage. It’s about strengthening agriculture, supporting local businesses, growing agri-tourism opportunities, and helping more people discover the extraordinary experiences waiting for them across New York State.”
The campaign will include integrated marketing, digital storytelling, culinary partnerships, tourism promotion and statewide consumer engagement aimed at making New York cider a larger part of the state’s agricultural heritage and visitor experience.
For cider businesses, the initiative creates a statewide framework for promoting cider regions as destinations and encouraging visitors to combine cidery visits with lodging, food, retail and other local experiences.
“Like a good cider, Airbnb brings people together over something they love – which is why we’re thrilled to partner with the New York Cider Association and the State to spotlight New York’s apple growers and cidermakers,” Airbnb Northeast Atlantic Policy Lead Michael Blaustein said. “Our new guide will help visitors find their way to New York’s cider country and keep more of what they spend with the hosts and small businesses that make these communities premier destinations.”
