Englishman Alexander Thomas is the passionate founder of Apple City Cider, an Almaty-based craft cidery dedicated to producing high-quality, locally sourced ciders that celebrate tradition with a modern twist. With a deep-rooted love for orchards and fermentation, Thomas blends innovation with time-honored techniques to create crisp, flavorful ciders.
TCA: What first brought you to Almaty, and what kept you here?
AT: I used to work for the world’s largest publishing group, where I reported on different market sectors. When I covered aviation, I used to fly around the world to speak to different airline CEOs to discuss their route strategies and fleets. I first came to Kazakhstan to interview Air Astana’s CEO, Peter Foster. I was supposed to fly to Paris to speak with KLM and Air France, but that meeting was canceled, so I flew back to London. Sitting next to me, little did I know, was my future wife. In the same company, I very much enjoyed the coverage of the drinks industry. I had originally wanted to make wine in the south of France, but after marrying a Kazakh girl, we decided to start our business in Kazakhstan. Instead of pressing grapes in the South of France, we began pressing apples in Almaty.
TCA: Can you tell us the inspiration for Apple City Cider?
AT: We started the business because no one was making cider in the birthplace of the apple, around that time, cider was not even available to purchase in Kazakhstan. Around the same time we went on sale, another alcohol manufacturer began to produce cider as well, but we are the only cider specialists; the main business of the others is spirits and other alcoholic drinks.
Image: TCA, Henry Kuvin
TCA: How did Almaty respond to your business idea, and what were the main challenges when establishing your company?
AT: Consumers are very happy with the product and happy that we started our business here. Like other local companies, Almaty Cider has received a lot of positive support from the city; they love how it’s called “Almaty Cider.” The concept of eating locally and supporting local businesses is a global phenomenon, and Almaty is no exception. The fact that Almaty is the birthplace of the apple, proven by science, made it the ideal location to start such a business. The Malus Sieversii apple, native to the Almaty region, is perfect for cider. The levels of tannins, fruit sugar, and acidity, while not ideal for eating, make a great-tasting cider.
TCA: Almaty, the place of abundant apples, does not have a huge cider culture – how has this changed since you established the business, and where do you see it going?
AT: Cider was not available even as an imported product until about three to four years ago. Since then, we have seen imported brands come to the market, and people have developed a taste for it. In Russia, for example, there are now over 100 independent cideries. The first person to start a cidery in Russia was a deputy in the Duma, and he used his power to have cider move from the alcohol to the agricultural production list. As a result, it became easier to produce and distribute. Now, in St. Petersburg or Moscow, you can find three to four varieties on tap in most bars. In the rest of the CIS (Commonwealth of Independent States), consumer trends tend to follow what happens in Russia.
TCA: What have been the biggest challenges you faced as an entrepreneur in Almaty, and how did you overcome them?
AT: Time and patience: There is no printed list of things you need to do to start a business here. It’s definitely a case of trial and error; we did not have the necessary steps laid out for us nor examples to base our business on. In Kazakhstan, especially with a new product, you are a pioneer. By starting a business, we were stepping into the dark, so to speak. It was a lot more time-consuming than we initially thought, and it took several years of trying to get the necessary green lights before starting production.
TCA: How do you hope Apple City Cider contributes to Almaty’s cultural and culinary identity?
AT: The fact that it is a premium artisanal, or craft, product that did not exist in the market makes us unique. There are only mass-market competitors or high-priced imports. People have responded well to our product. Bartenders are making special cocktails with it, chefs are cooking with it, and it’s available in various bars, restaurants, and shops across the country. The entire Kazakh culinary scene is changing; it has absolutely transformed in the past decade. It used to be that most restaurants were very old-fashioned, with a twenty-page menu, the same in every place. But now, Neo-Nomad cuisine, as it’s called, a contemporary take on traditional Kazakh food, has created a really cool food scene in Kazakhstan.
Image: TCA, Henry Kuvin
I hope it brings awareness to the true birthplace of the apple, as just outside of Almaty is the epicenter of the apple’s birthplace. In fact, it is not the Aport apple that is native to Kazakhstan, but the Malus Sieversii. The Aport was brought here by the Russians, and it simply grew well in the climate. There are some communities that are reintroducing Malus Sieversii trees to the region, but the variety is still not as well known as Aport.
TCA: What advice would you give someone in Almaty who dreams of starting their own business?
AT: Do as much research as you possibly can, but even then, it won’t be enough. There is so much you cannot prepare for without taking the plunge. Talk to as many people as possible, and you might find someone who has faced similar experiences to learn from.
TCA: Are there any local partnerships, like with farmers or businesses, that have been crucial to your success?
AT: We have some regular growers who we buy from and certain restaurants and bars where our products are popular. Our target audience is “hipsters” and adventurous people from all age demographics, but the largest percentage of our customers are younger people.
