An Interview with the Founder of the Swiss Cider Awards

A first in the series of introductions to key people and Jury members of the Swiss Cider Awards, however for this one I sit down with myself and see what questions AI believes I should answer.

What inspired you to create the Swiss Cider Awards?

• A mission to grow Cider in Switzerland, and Swiss Cider in the world. The seed of the awards was first planted in my mind during my Pommelier training. As part of the Pommelier assessment, a theoretical piece was required, with one proposal being to outline how an award could be hosted. As a practical person, I decided that practice would be easier than theory (I was quite possibly wrong), and as such proceeded with launching the first Swiss Cider Awards.

How did you navigate the challenges of launching the awards in 2020?

• Persistence, understanding, and support. Despite the challenges of arranging an event while navigating government restrictions, and hoping stricter regulations would not come into place, I found it to be an important endeavor to continue with the awards in whatever guise was possible, becoming a glimmer of light in a world of canceled plans. That said, the original plans of the awards, with event location booked, presentations for producers, and networking with jury members, had to be canceled. Despite this, the jury still had to meet and the best was made to create some excitement and hype while being suitably socially distanced online. Many learnings came from this, and I’m excited for a bigger & better second edition of the Swiss Cider Awards. Fingers crossed for no further global pandemics in 2025.

What makes the Swiss Cider Awards unique compared to other cider competitions?

• Recognition in any award is always a fantastic achievement for any Cider maker and all ceremonies are a wonderful celebration of Cider. One key and well-known aspect for the Cider industry to see continued growth is to reach new markets, a core focus of the Swiss Cider Awards. The Jury members for the Swiss Cider Awards come from across the gastronomy sector, with decades of experience with Wines, Beers, Whiskey, and Food to name but a few. We also invite buyers to the panel, giving participants a chance to get their products in front of key decision-makers at some of the leading retailers and iconic brands with diverse followings, allowing Cider to reach new, curious, and interested consumers. With the majority of local jury members coming from such diverse backgrounds, we mix this variety with expert cider-centric guidance from some of the leading Cider voices from across Europe.

How do you envision the growth and impact of the awards in the coming years?

• At the heart of the Swiss Cider Awards is the goal to increase the visibility of Cider within Switzerland, and Swiss Cider in the world. Using the awards as a springboard and working alongside strategic partners, the themes of Cider Education and Distribution will be key focuses for the awards going into 2025 and beyond. Spreading the understanding of Cider as a category among the Swiss gastro world is key to getting more Cider in front of consumers and thus increasing the reach of Cider in Switzerland. Participation in the Awards gives the jury an insight into the sometimes overlooked quality that exists within the world of Cider, and producers the chance to get their product in front of the top table of the Swiss gastronomy scene.

Tell us about DeguFest and its role in the 2025 Swiss Cider Awards.

• The collaboration with DeguFest provides a public platform for the Swiss Cider Awards. The event allows awards to be presented in public, while also allowing anyone the opportunity to taste their way through the Swiss Cider universe. As DeguFest is not exclusively a Cider event, it presents the opportunity to reach consumers who would otherwise not be looking specifically for Cider.

Photo by Andy Holmes on Unsplash

Let’s delve into Peter Elderton’s journey as a Certified Pommelier.

What sparked your interest in becoming a Pommelier?

• When I saw it was possible. Cider was always my beverage of choice and became my passion side hustle back in 2017. The concept of pommelier certification however didn’t emerge until 2018 (Beer & Cider Academy London) / 2019 (American Cider Association). As soon as I saw it was possible, I knew it was something I wanted to achieve.

How did you navigate the requirements on your journey to becoming a Pommelier?

• Stages 1,2, and 3 of my pommelier journey were all completed in London. Stage 1 (Cider Foundation) and Stage 2 (Advanced Cider) were completed together in early 2018 along with a fantastic group of like-minded cider aficionados. Stage 3 (How to Judge Cider) had to wait until early 2019, after which I began to assemble my portfolio for the Certified Pommelier. Over the next year, I worked on my portfolio and scheduled my assessment for 2020. Unfortunately, due to travel restrictions through 2020 and 2021, I was unable to make it to London on the required dates, but good things come to those who wait, finally being able to complete the assessment in person in early 2022. In the end I was grateful for the additional time I had as it allowed me to add further to my portfolio, perhaps this is what led to my portfolio being described as the most comprehensive ever seen (not my words ;) ).

What advice would you give to aspiring Pommeliers?

• The Cider community is very supportive so always feel free to reach out and ask questions. Attend Cider events, visit Cider makers, and drink Cider from different regions. Plan travels to some of the world's traditional Cider heartlands (Bretagne, Asturias, Herefordshire for example) where the drink is embedded in the culture. Most of all, enjoy it, see where the journey takes you, and share it with as many people as you can.

What excites you most about the future of cider, both as a Pommelier and as the founder of the Swiss Cider Awards?

• To see the continued growth and interest in Cider from both the public and industry continues to excite me. Collaboration and celebration within the community have always been something Cider has done exceptionally, and to continue to see producers working together both delights me and helps to elevate Cider. Long may it continue.