By: Elowen Gray
For the last 100 years or so, America primarily produced beer, wine, or spirits, while cider remained a minor player. Once a favorite in colonial America, cider eventually faded from popularity, overshadowed by the expansive growth of the beer industry and further set back by Prohibition. In recent decades, however, the growing interest in craft beverages has contributed to cider’s return as a recognizable option for those exploring alternatives to mainstream drinks.
Among the notable figures who helped bring about this shift is British-born entrepreneur Jeffrey House, founder of ACE Cider. Through a combination of thoughtful innovation, persistence in the face of industry inertia, and a longstanding appreciation for the craft, House contributed to cider’s shift from a niche product to a more visible category in the U.S. beverage scene.
Jeffrey House was born and raised in England, where cider has long held cultural and historical relevance. Seeing the drink’s popularity in the U.K., he sensed that the U.S. might one day be receptive to high-quality, traditional-style ciders. In 1977, House made the significant decision to relocate to the United States, eventually settling in California. His experiences in a market dominated by beer laid the groundwork for what would later become a long-term effort to introduce Americans to the kind of cider he had known back home. Over time, House noted gradual shifts in consumer preferences and growing curiosity toward craft beverages, reinforcing his belief that cider could gain a foothold if thoughtfully introduced.
In 1993, House launched ACE Cider in Sebastopol, California, a region known for its apple orchards. At the time, cider had very little visibility among U.S. consumers, and the market was heavily skewed toward beer. Convincing distributors and retailers of cider’s commercial potential proved challenging. According to House, the solution involved persistence, strategic patience, and a focus on differentiation. By offering medium-dry, refreshing ciders with flavor profiles that stood apart from overly sweet alternatives, ACE aimed to attract a more discerning craft beverage audience. Using premium ingredients and traditional production methods helped House position ACE Cider as part of the broader craft movement, which had been gaining momentum throughout the 1990s.
A turning point came when ACE Cider became one of the first craft cider brands to gain national distribution in the U.S. This was largely attributed to the release of the original Pineapple Cider—a first of its kind at the time—along with House’s background in distributing specialty ales. ACE Pineapple quickly earned popularity and contributed to the emergence of fruit ciders as a subcategory. This success also made it easier for other craft cider producers to enter the market, widening the industry’s scope. ACE went on to diversify its offerings with additional fruit flavors. By late 2021, just before ACE was sold to a winery group for $56 million, its production had reached 1.3 million case equivalents annually. The brand maintained steady growth during this period, reportedly expanding at approximately 20% per year. ACE was named Impact Magazine’s “Hot Brand of the Year” in multiple consecutive years between 2011 and 2021, signaling its sustained influence in the sector.
Beyond his role as a business founder, House has been a vocal advocate for the cider industry. He has worked to increase visibility and representation for craft cider within the broader beverage landscape. His efforts in lobbying and industry education have influenced areas such as regulation, marketing strategy, and consumer awareness. He also mentored aspiring cider makers, sharing his knowledge to support the larger movement. Through these efforts, House helped cider gain a firmer place alongside beer, wine, and spirits in the craft beverage dialogue.
In addition to his work in the industry, House authored The Cider King: How I Aced It, an autobiography that offers an inside look into his journey. The book goes beyond standard business storytelling—it delves into the personal highs and lows of entrepreneurship, including the emotional and mental demands of building something from the ground up. Readers are offered reflections on resilience, ambition, and the psychological complexities of leadership, making the book a resource not only for beverage enthusiasts but also for aspiring entrepreneurs. It captures the broader narrative of immigration, adaptation, and navigating new cultural and economic landscapes. More information is available at ciderking.net.
House’s contributions to beverage culture span multiple dimensions. Over the past four decades, he has played a role in expanding the visibility and appeal of craft cider across the U.S. While ACE Cider is often the focal point of his achievements, his broader influence has helped shape a growing $2 billion cider market. There are now more than 1,000 cideries operating in the U.S., a sign of the category’s ongoing development. Many in the industry believe cider has room to grow even further, driven by changing tastes and a renewed interest in regional and artisanal beverages.
While House’s legacy will be remembered in both the craft and specialty drink industries, his lasting imprint may well remain in the cider sector. From humble beginnings to national recognition, his story reflects both the potential of a market once overlooked and the enduring impact of a well-timed vision. To many, House represents a bridge between traditional European cider heritage and a modern American craft renaissance.
Connect with Jeffrey House: Website | Facebook | Instagram | LinkedIn
Published by Jeremy S.
