June 26, 2018 – To celebrate its 150th anniversary, the iconic Watsonville brand Martinelli’s is dipping into the growing market for hard cider. Beginning this week, Martinelli’s new 1868 Hard Cider will go on sale exclusively at northern California Costco stores.
“Martinelli’s did sell hard cider and vermouth before prohibition,” says marketing director Tom Brancky. “But the current release is more about celebrating the company’s rich history.”
It is being brewed and distributed in partnership with the Gordon Biersch Company in San Jose and considered a “soft launch” or test run for the product, which may or may not be expanded at a later date.
Hard cider has been enjoying a revival across the United States, somewhat in tandem with the boom in small craft breweries. Santa Cruz County currently has six craft cideries: Santa Cruz Cider, Soquel Cider, Tanuki, Rider Ranch, Ratel and Santa Cruz Scrumpy.
But national brands are also popular, such as Angry Orchard—part of the Boston Beer Company, makers Samuel Adams.
Historically, Watsonville has been known as “Apple City” due to its extensive apple orchards, so getting back into cider making seems like a logical move for Martinelli’s. But it’s not as easy as it seems.
“The company is not in the alcohol business,” explains Brancky. “That requires a whole different network of distributors and a different type of expertise, which is what Gordon Biersch has. They are bottling it there and distributing it.”
1868 Hard Cider is crisp and smells and tastes like real apples, he says. “It’s flavorful and pure, not made from concentrate, just fresh-pressed apples,” says Brancky.
Unfortunately, the hard cider will not be available at Martinelli’s tasting room and company store in Watsonville at this time.
Other 150th anniversary events include the restoration of Martinelli’s original Model B Ford delivery truck, with a giant cider jug on the bed. The restored truck will take part in the Watsonville 4th of July parade and be parked at The Hangar afterwards so fans can get a close up look and take photos.
The company is also releasing a beautiful coffee table book detailing Martinelli’s sweet 150-year history.
About the author
Deborah Luhrman is publisher and editor of Edible Monterey Bay. A lifelong journalist, she has reported from around the globe, but now prefers covering our flourishing local food scene and growing her own vegetables in the Santa Cruz Mountains.
