Must-SM in Kivik

As an apple grower or musterer, you are very close to the basic industry and perhaps not always so market-oriented. Must-SM was a first step into that world and you started to think more about packaging, marketing and things like that.

The aim was to develop and implement over two years a unique event linked to apple growing and the emerging cider industry in the heart of Swedish apple growing in Österlen – the Swedish Apple Cider Championship in Kivik. The goal was to raise the status of cider and contribute to increased profitability of ciderries, new establishment and increased tourism.

Must-SM was organized in 2017 and 2018 and attracted 43 participating musteries from all over the country, who together competed with 140 different musters and had 600 visitors.

A renowned jury blind-tested the samples and selected winners in five different categories. The jury also provided written feedback to the participating samplers, so that they could refine and develop their products.

Visitors were given information about all the products and the entrance fee included must tasting, must school, guided apple safari in nearby apple orchards and tastings of how apple must can be used in food. Visitors also got to choose the ”Public Choice” by tasting the exhibitors’ products and then voting.

During the project, a seminar was also arranged for apple growers and students from Bollerup's agricultural high school.

The project contributed to several new members of Swedish Must & Cider Producers, which was then called Swedish Musterier, and greater collaboration between members. But also to increased knowledge about Swedish apple must among industry professionals in the food and beverage industry, as well as increased knowledge about marketing among growers and must players.

Must-SM attracted media attention and contributed to increased awareness of apple must, as well as a clear increase in sales of the winning products.

Through the project, Swedish Must & Cider Producers established new contacts and collaborations that have influenced the industry in a long-term and positive way.

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The purpose of the project is to raise the status of apple cider as a party and meal drink locally, regionally and nationally, promote the production, sale and use of quality cider, support collaboration between companies and benefit the tourism industry in Österlen with a focus on the local apple and cider industry. The project also aims to arrange workshops for high school students, existing growers and shops, restaurants and the beverage industry. The project contributes to local processing and product development, collaboration for the development of new local markets and workshops for skills transfer and skills-enhancing initiatives. Furthermore, the project contributes to economic development in rural areas, which is the fundamental goal of the Agricultural Fund for Rural Development. The project also contributes to business development and strengthened competitiveness.