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SONOMA COUNTY, Calif. (KTVU) - Sonoma County's rapidly shrinking apple industry is undergoing a boom.
Many wineries and entrepreneurs now see apples as something else they can ferment into a new industry. Apples made into hard cider are generating hard cash.
Joile Devoto's family is one of Sonoma County's dwindling apple farmers, now undergoing a Renaissance thanks to America's growing taste for hard cider.
Hard cider is basically sparkling cider with an alcohol kick. It’s an alternative to beer, wine, and liquor.
Devoto and a growing number of boutique, craft cideries will be featured at this week’s Gravenstein Apple Fair in Sebastopol.
"Three years ago, we had one craft cider producer and this year we have eight local cider producers. There are even more that aren't coming, but we hope they'll be here next year," says Carmen Snyder, Executive Director of Sonoma Farm Trails and the Gravenstein Apple Fair.
In the last few years, Sonoma's apple orchards have been disappearing, often replanted with grapes.
"Right now, we're down to 2,000 acres compared to like 20,000 say maybe 20 years ago." adds Snyder.
At Sebastopol's Community Market you'll find many California hard cider brands, of which Sonoma County leads the state.
"Cider drinkers tend to be a younger crowd between the ages of 21 and 40 and are split 50 percent males and 50 percent female," says Devoto. Petaluma's Taps Bar and Grill serve three ciders including the current hit - Gowans.
"Yeah, it's definitely trending. They're easy to make and they're great to drink. People are discovering all the different flavor profiles." says bartender Eric Odgers at Petaluma Taps.
Mass market advertising along with major producers such as Mike's Hard Ciders, have put hard ciders on consumers' radar. "People know what it is now and they're going for higher end ciders and exploring locally grown heirloom ciders," says Devoto.
But, to keep up with all the demand for hard cider, you need more and more apples and they're doing that by planting a lot more trees; something that hasn't gone on in Sonoma County for many years.
"Specifically for hard cider: bittersweet and bitter sharp apple varieties," concludes Devoto.
The Gravenstein Apple Fair runs Saturday and Sunday.