Sam Reid has a background in the corporate environment spanning 15 years and three continents, working in senior marketing and innovation roles. Here in Tassie, he is co-founder of Willie Smith's Cider Makers, which has grown rapidly to become one of Australia's leading craft cider companies and the most awarded cider company in Australia. And, more recently, Sam became the Managing Director of Du Cane Brewing Co., an up and coming Launceston-based craft beer brand. 

In today's episode, TICT's Emma Azon-Jacometti chats with Sam about his trajectory from corporate marketing guy to beverage boffin in Tasmania, and what drew him to craft cider in the first place (spoiler alert: the market research had nothing to do with asking people what they wanted, and everything to do with a very good gut feeling). 

While Willie Smith's began as a local name with a local following, the Willie Smith's product and destination have become tourism icons in their own right, and Sam shares his insights into what he reckons the keys to the brand's success have been along the way. In what will come as no surprise to regular Talking Tourism listeners, telling the stories of product, place and people are at the centre of Willie Smith's birth and growth over the past ten years. 

Finally, Sam gives us a peek into the evolution of Du Cane Brewing Co. from backyard homebrew to Tasmanian walking tour beverage of choice to a northern brewpub set to inject more life into the Launceston tourism and hospitality scene later when it opens later this year. 

Today's episode is brought to you by our partner NRMA Expeditions. NRMA Expeditions is one of the largest and fastest-growing holders of tourism assets across Australia, and has recently entered the Tasmanian tourism industry with the acquisition of some of Tasmania's most iconic destinations, including Freycinet Lodge, Cradle Mountain Hotel, Strahan Village and Gordon River Cruises. Thanks to NRMA Expeditions for their generous support of TICT and for helping to make this episode of Talking Tourism possible.