Brewbound Pitch Slam 14: Semi-Finals - Shoal Draft Cider

Speaker 1 [00:24] My gosh, are we down to our last semi-finalist for this, uh, round? We are. Um, fantastic stuff, uh, to this point. I'm excited to meet our next and final contestant. That is Gretchen Ebenson, who is the founder of Shoal Draft Cider. Come on up. Hello. Please just keep an eye on your timer.

Speaker 2 [00:47] It is my goal that within the next 5 years, Shoal draft cider will be sold and distributed across the East Coast, introducing millions of people to dry hard ciders while celebrating the fun coastal lifestyle along the way. Good morning. My name is Gretchen Esmondson. I am the founder of Shoal Draft Cider in Annapolis, Maryland. Started in July 2021. I'm a woman-owned business and currently self-funded cidery. With a lean and aggressive business plan focusing on wholesale distribution of my 100 calorie, zero sugar, 5% alcohol, gluten-free, and highly crushable hard ciders. With fun names like Booze Cruise and a mid-tier price point, Shoal Draft introduces dry cider to a larger market, bridging that gap between national sweet ciders and the boutique craft cideries in, um, each region. Shouldraft cider stands boldly at the intersection of light beer, canned wine, RTD and hard seltzers, not by trying to be the next version of any one of those, but by simply being true to ourselves as hard cider for fun people. Thank you.

Speaker 1 [02:09] Hold on. Great stuff. All right, um, Shoal draft cider. Rich, let's start with you. Um, do you drink much cider? And if so, I mean, what are your thoughts on the, on the liquid?

Speaker 3 [02:22] Well, I thought it was good. It was really dry. It was crisp. Um, I think that's, I guess what I like out of ciders, not to be like fruit bombs. So I, I thought it was approachable, um, hearing more about the story. So it's kind of like an East Coast coastal brand that kind of fits the theme when I'm looking at the cans now that I've heard that, um. You know, I don't know how much competition is in the cider game, but like I thought it was a good product

Speaker 1 [02:45] for sure. Yeah, Jamie, um, again, you know, Gretchen talked about bridging that gap between the large cider brands and some of the micro ones that we're seeing, uh, all over the country. Um, do you see Shoal is really fitting into that space well?

Speaker 4 [02:57] I think it has the opportunity to, um, I thought similar to you like that it tasted really good. Like I think, um, it does fill that niche for people that. Um, are into cider and I think the liquids were really good. I think the one watch out that I would have is just, um, making sure that the consumer expectation of what it is is really clear. Like I think the the flavor names are fun and catchy, but like you've also gotta make sure that people know what to expect when they taste it. So that would just be one thing that I consider.

Speaker 1 [03:27] Mhm. Jess, I think you know there are some consumers out there who've expected cider to be this sweet sugar bomb kind of thing and. Might be just not interested in the cider at all. Um, do you think Shoel has that opportunity to sort of reintroduce cider to that consumer? Oh,

Speaker 5 [03:40] I, I definitely do and put it over ice. There's a lot of, a lot of different ways you can kind of cut it and, and do it a little bit differently, but, um, obviously from being in that area, uh, I like the, uh, the coastal theme, and, and if she wants to be up and down the East Coast, there's, there's plenty of beach communities that she can, she can target.

Speaker 1 [03:57] Mhm. Ryan, you get the last word of the semi-final round. What are your thoughts on Shoal?

Speaker 6 [04:02] Uh, product was great. Love the, love the liquid, um, the Dark and stormy especially was fun. Um, I mean, the challenge with cider is, you know, how, how big can you make it? And there's a lot of really good regional brands. We all know nationally, it's struggled in the last few years, um, but I think the liquid was great, and, um, I think if she maintains focus on the right strategic markets and accounts, she can be successful.

Speaker 1 [04:22] Outstanding. Uh, 120 seconds. That's all each of the presenters had to get up here and do their thing, to talk about their passion, their products, their brand, and I thought they all did a great job. Well done to all of the semi-finalists.