July 13, 2016      4 min read

We love it when locals give something a go, and end up creating a beautifully refreshing cider in the process. We’re even more stoked about the fact that The Apple Thief uses Unleashed for all their alcoholic beverage inventory management needs!

Because their ciders are created using Batlow’s best natural fruit juice, they end up having a natural and fresh sweetness (rather than some artificial sugary taste). Sounds yum!

What does your business do?

The Apple Thief produces and distributes our own brand of cider: The Apple Thief Ciders. We supply to the wholesale market, supermarkets and also on premise.

What’s one of your favorite products?

The Apple Thief is a range of lovingly crafted, natural fruit ciders created at the base of the Snowy Mountains in New South Wales, Australia, by fruit farmer David Purcell. Fruit growing has been a vital part of the economy in David’s hometown of Batlow for over 120 years! David originally used fruit from his family farm to create The Apple Thief Ciders and now the brand has grown beyond the capabilities of his own orchard. He only uses fruit from his local friend’s orchards, supporting the local growers.


Our varietal ciders are made from Batlow’s finest, locally produced and pressed pure fruit juice – not from concentrate. Apple Thief Ciders are:

  • 100% Natural
  • 100% Aussie
  • 100% Gluten Free
  • 100% Vegan/Veggie friendly
  • Award Winning

Why do you think your customers like this beverage range so much?

Because our ciders are created using Batlow’s best natural fruit juice (not from concentrate), our ciders have a natural and fresh sweetness rather than an artificial sugary taste. Light and refreshing, our ciders are perfect to be enjoyed on any occasion.

Can you give us a brief history of your business and the growth it has experienced so far?

As a fruit farmer David Purcell saw that much of the perfectly good fruit grown in his local area goes to waste due to very high industry standards when purchasing for supermarkets and grocers. As a grower he wanted to find a use for these tasty rejects. David began brewing his own Pink Lady cider and sharing it with friends, when he realized how much people were enjoying the brew he began bottling the brew and rattling into town with his farm truck to sell the cider to local bars and restaurants in his area.

As the popularity grew it was time to give his brand of cider a name. One of the most frustrating things about fruit growing is the naughty and rather clever little birds that know the finest fruit sits right at the top of the trees. These little thieves can smell the fertile fruit from miles away and try to steal the fruit from the growers (often successfully!).…Eureka! The Apple Thief Cider was born!

Our simple yet eye-catching branding features a cheeky little bird in honor of the thieving rascals that inspired our name and continue to steal our apples! Now 5 years on David offers 3 varietal brews, Pink Lady, Granny Smith and William Pear along with the occasional limited release cider. His ciders have been bottled, canned, kegged and sold in top bars, restaurants and bottle stores all around Australia!

How is Unleashed helping your business grow?

Unleashed has helped us dramatically, we can now efficiently track our stock movements and run reports with ease and accuracy. This has helped us to forecast sales considerably more accurately and ensure we have the right stock levels to supply growth.

What is a particular problem that Unleashed has solved?

The information we can access helps us forecast sales so much more easily and efficiently meaning we can make sure our stock levels meet demand.

Is there an interesting customer story you could share with our readers?

We have had a couple bar staff sing songs from the musical Grease to some of our sales reps as one of our brews is called Pink Lady!

Is there something you are particularly excited for your business right now?

We have started steps in exporting The Apple Thief abroad, firstly to Asia but also looking towards Europe!

Is there something your business in particularly proud of?

As a fruit grower David is passionate about supporting his local orchards and is proud that his brand can help support the local agriculture.

Are there any particular not-for-profit causes that you, or your business is passionate about, and why?

We don’t currently support any specific non-profit causes but we are very passionate about supporting local issues and supporting the agricultural industry in the Batlow, Tumot and Adelong areas.

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