From apples to hops, Sam Reid has helped redefine Tasmania’s craft beverage scene – and built a national legacy along the way.

As co-founder of Willie Smith’s Cider Makers, Sam turned a bold idea into a brand that changed the face of Australia’s cider industry. From launching the country’s first certified organic cider to transforming a heritage apple shed into a thriving tourism destination, he put Lutruwita / Tasmania on the craft drinks map – and brought new life to the Huon Valley.

But Sam’s influence doesn’t stop at cider. In 2021, he headed north – becoming Managing Director of Du Cane Brewing, one of Launceston’s most ambitious craft breweries. The Du Cane Brewery & Dining Hall quickly became a local favourite, combining great beer with community spirit and a celebration of Lutruwita / Tasmania’s wild places.

This venture gave Launceston a vibrant new community hub. By repurposing a former outdoor goods store across from Prince’s Square, Du Cane Brewing created a family-friendly space complete with a brewhouse, taproom, restaurant, indoor playground and even an ode to the island’s outdoors (wall maps of hiking trails, park pass sales, and more). Reid’s influence is evident in these touches that blend beer with local culture.

Throughout his career, Sam has championed innovation, place-based storytelling, and regional pride. As former President of Cider Australia, he helped shape national standards and export strategy. And with every venture, he’s built more than a business – he’s built connection.