• by Erik Oster , September 7, 2023

Crispin Cider is making a comeback, facilitated by a finalized licensing agreement between Molson Coors and Minneapolis Cider Company.

Minneapolis Cider Company will now take over all day-to-day brand management responsibilities for Crispin, including production, new product innovation, and sales, which it will facilitate through its taproom and distributors nationwide.

Crispin was originally founded in 2004, just a few blocks away from the eventual location of Minneapolis Cider Company in Northeast Minneapolis. At the time, Crispin was a relatively early entrant into the craft cider during a period of growth, and helped pave the way for other cideries to enter the business – including its new partner.

Miller Coors acquired Crispin Cider in 2012, at a time of explosive growth for the cidery, but sales declined over the following decade. In 2021, Molson Coors discontinued the Crispin brand, citing “downturns in sales.”

“The relaunch of Crispin represents our journey in the cider industry coming full circle,” Jason Dayton, co-founder of Minneapolis Cider Co., said. “When we started in the cider industry, it was Crispin Founder Joe Heron and former head cidermaker Bruce Nissen that helped put us on the path to success, and we're honored to carry on their legacy through Crispin.”

Crispin Cider will relaunch with three ciders next month.

In addition to bringing back its 5% ABV Crispin Original, the brand will introduce Crispin Imperial – an 8% ABV imperial cider made from European bittersweet apples that contain more tannic qualities and complex flavor profiles – and Crispin Mango Mimosa, an 8% ABV that seems to take aim at the canned cocktail category.

Each variety will be available in six-pack and twelve-pack cans, as well as on draft for on-premises sales where available.

The brand will initially be rolling out regionally this fall, across retailers in Minnesota, Wisconsin, North Dakota, and South Dakota. Over the course of the next two years, it plans to expand to national distribution, as well as into the U.K. – a country with a rich cider legacy.

Fans of the brands in other states aren’t out of luck, though. Crispin will be available for delivery sales to 41 states beginning in October.

The move to revive the brand arrives at something of a mixed moment for the cider industry. Regional and local cider brands offer something of a bright spot, while national cider brands struggle.

Local and regional off-premise hard cider sales increased by 5.7% for the 52-week period ending November 5, 2022 compared to the previous year, according to Nielsen data. Such sales for national cider brands, meanwhile, saw a dip of 9.8%, contributing to an overall decline of 2.2% for the industry.