Stan Devoto wants to try something new in Apple Country: Plant an orchard, not with the tasty Gravenstein but with such bitter, hard cider varieties as Kingston black, Dabinett and Herefordshire redstreak.
In a west Sonoma County industry that has seen little but decline for half a century, Devoto is trying to build a new kind of apple business. He wants to grow fruit that doesn't end up in juice or apple sauce but in an alcoholic beverage whose sales are growing faster than craft beer.
"I think there's a future in that," said Devoto, a longtime Sebastopol farmer and grape grower whose daughter and son-in-law have started a hard cider business. He even offered a startling prediction: If he can plant a new orchard, he can make almost as much money growing cider apples as growing winegrapes.
A few Sonoma County apple growers also have started producing hard cider, a fermented drink with an alcohol content similar to beer but more popular with women. While the efforts remain fledgling, they suggest a new avenue to keep alive an iconic west county crop for another generation.
"I don't know the last time when we had a new commercial apple orchard put in," said Tony Linegar, the county's agricultural commissioner. It may have happened over 20 years ago, he said, but in his office "it's farther back than anyone here can remember."
Those in the hard cider industry say the beverage could give local apple farmers a needed shot in the arm.
"I would think the pendulum has swung so far for apples, it's almost time to swing back the other way," said Jeffrey House, president and owner of Ace Cider in Sebastopol.
The 20-year-old Ace is one of the largest independently owned cideries in the country. Its annual production amounts to 500,000 cases, with sales approaching $10 million and a growth rate of 40 percent a year.
The growth helps explain why large brewers like Anheuser-Busch inBev, Heineken and MillerCoors are getting into the hard cider business. Anheuser-Busch on Monday is slated to place in stores nationwide its new Johnny Appleseed Hard Apple Cider.
"We may also get involved in orchards ourselves," House said of Ace's plans. Hard cider production eventually could lead to planting more apple trees in west county. Even a few wineries that already ferment the apple juice for some local farmers might one day make their own ciders, he said.