Cider's boom in popularity can be traced to it being a light, refreshing, slightly sweet drink--just what a lot of folks are looking for, especially during the warmth of summer. Cider started its rise in popularity in the UK several years ago. In the U.S. Portland, OR seems to be the epicenter. You could say cider is piggybacking off the growth in craft beer. The hard cider industry expects rapid expansion to continue for the next several years and seems to be aiming towards a younger, affluent, mostly female crowd--a good place to attract advertising dollars. We'll see if some of these small micro-cider makers get swallowed up by larger companies as has happened in the wine biz.