Founders Hannah Bower and Sam Whitmore bootstrapped production in a shed in Matakana; in 2018 they raised about NZ$3.6 million through equity crowdfunding to scale.

Cider was first sold at local farmers’ markets in Matakana; the brand later expanded nationally and began exporting to more than nine countries.

Startup Rollercoaster

The Spark

In 2009, Hannah Bower and Sam Whitmore started producing cider from fresh apples in a shed in Matakana. They sold small batches at the local farmers’ market and received positive feedback. They used culinary apple varieties, crushed fresh apples, avoiding concentrates and artificial flavourings.

The Peak

As demand grew, Zeffer relocated operations to Hawke’s Bay to access better apple supply and scale production. The Hawke’s Bay facility has capacity to produce over 2 million litres of cider per year. The brand became known for its “clean, new-age” cider style, plus varied infusions (fruit, spice etc.).

The Drop

Scaling involved costs for equipment, distribution, production facility, and maintaining consistency of flavour using fresh apples (which have seasonal and quality variation). Competing with established beverage brands challenged pricing, distribution access, and brand visibility.

The Reset

Following the 2017 capital raise (about NZ$1.2 million), and with new CEO Josh Townsend driving strategy, Zeffer launched in the Chinese market (bringing in about NZ$365,000 in the first full year), expanded international distribution, and based its production in Hawke’s Bay. Further capital raises supported export growth and increased capacity.

The Discipline

Zeffer maintained strong quality control, sourcing fresh apples from regions like Hawke’s Bay and Nelson. They refined flavour profiles, introduced new ciders (infusions, newer styles), worked on seasonal supply, expanded packaging options, and explored low- and zero-alcohol lines.

The Climb

Zeffer has become one of New Zealand’s leading craft cider brands, with national presence in supermarkets/domestic channels and exports to nine+ countries (including China, Australia, USA, UK, Canada, Thailand, Singapore, Hong Kong, Japan). They operate a modern cidery in Hawke’s Bay capable of multi-million litre capacity and are pushing into new export markets and innovation in cider styles and sustainability.

Read more

• https://bakertillysr.nz/assets/Uploads/news/Article-PDFs/Zeffer-Cider.pdf
• https://exportnz.org.nz/the-crafty-way-to-cider-success/
• https://exportertoday.co.nz/news/zeffer-raises-capital-accelerate-exports
• https://www.foodnavigator-asia.com/Article/2021/11/17/In-cider-info-NZ-s-Zeffer-Cider-looks-to-grow-with-innovative-flavours-low-calorie-and-zero-alcohol-options/

New Zealand Start-a-Startup Wiki