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High Spirits

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This story appears in the July 1996 issue of Entrepreneur. Subscribe »

There's no question Americans love beer. But now, it seems, they've taken a shine to a spirited newcomer, alcoholic cider. Call us stir crazy, if you must. But judging by the current demand for "hard cider"-which typically packs an alcohol content of 4 percent to 6 percent-we expect more pubs and supermarkets to jump on the cider bandwagon.

"We're kind of tagging onto the microbrewery scene," says Kevin Settles, 37, president and founder of Selkirk Cider Co., a Sandpoint, Idaho, company that sells apple, pear and raspberry cider under the Seven Sisters label. "There's not a whole lot of radically new items that can come out on the beer scene, and people don't want to drink the same thing for very long. They're always looking for something new, and we really fit that category."

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