What happens when a cider brand and a line of alcoholic spritzers meet? It might sound like the setup for a punchline, but this collaboration is no joke. Guelph-based Revel Cider has just announced a partnership with Wilda, a Prince Edward County-based maker of bee-friendly natural spritzers, signalling a new chapter for both brands.
Released in a press release written by Revel founder Tariq Ahmed, the popular Ontario cider company shared earlier this month that it would be taking on investment for the first time in 10 years of operating.
"In October of 2023, we had a challenging moment. The business ran out of cash — I’d overextended at the same time the pandemic e-commerce boom ended. It was an incredibly challenging moment for me, personally and professionally, and I thought that I might have to close the business for good."
Ahmed sent shock waves rippling through Ontario in late 2023 when, in a no-holds-barred Instagram post, he spoke candidly about Revel's future.
"Running a small business is never easy, but this year has been harder than ever," said the post. "Unless we do something drastic, 2023 could be the final year for Revel," lamented Ahmed.
Almost immediately, fans and industry peers rallied, buying every bottle in a touching display that gave Ahmed hope that brighter times were possible.
View on Instagram
"After this difficult time, I came out the other side with a clarity I hadn’t had before," Ahmed said. "A realization that Revel has the potential to tell a much larger story about Ontario fruit and flowers, but it requires other people to help write it. Other partners. I’d taken it as far as I could as a lone founder."
"To that end, I chose to partner with Wilda cofounders Ben Leszcz and Mike Mills, and Scott Friedmann, a co-founder of Acid League, Proxies and Big League Food Co. Each joins me on the board of directors for the business."
Wilda, founded in 2022 by Ben Leszcz and Mike Mills, crafts low-alcohol, low-sugar, gluten-free spritzers using fresh-pressed juice, honey and liquor. Its mission aligns closely with Revel’s — creating flavourful beverages that are better for both people and the planet.
Ben Leszcz reflected on the partnership in a LinkedIn post: "Revel — a globally respected producer of wildly original, naturally fermented drinks—was one of Wilda’s earliest inspirations. For years, Mike and I admired the company, and Tariq, from afar. It’s incredibly gratifying to now call him our partner."
Ahmed echoed the sentiment, framing the partnership as a natural evolution of Revel’s story: "I started Revel Cider just over 10 years ago. Early on, I made a commitment to use only Ontario-grown fruit and flowers to make our wine, cider and vermouth — to try to celebrate the biodiversity of our region in a way I hadn’t seen before. This little idea was more popular than I’d ever dreamed of. Now you can find our seasonal blends around the world."
"While Wilda does use non-Ontario ingredients, the base of their beverages is honey made in Prince Edward County. At its core, Wilda shares a commitment to celebrating Ontario, and producing beverages that are better for the planet. We plan to bring Wilda products more closely in line with what Revel represents to me, and to each of our customers."
With this collaboration, both brands are set to expand their reach while staying rooted in the local ecosystem — proving that you can save the planet one spritzer (or cider) at a time. Fans can look forward to a delicious and buzz-worthy Ontario-inspired partnership.
