A cidermaker of roughly two decades, Tom knows—despite the fact cider doesn’t quite exist in the same space as craft beer or natural wine—it must learn from their successes in order to find its own. To achieve this, cider needs to shed its tired image: whether fizzy, sweet and industrially produced, to the opaque, rocket-fuel-strength, farm-shop scrumpy. Cider and perry must find higher ground, where they can hold their own against some of the most highly regarded beers and wines in the world.