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Specifically, the questionnaire is designed to test whether young consumers would pay a premium price or not for quality ciders with respect to a traditional sweet cider with similar characteristics. The analysis is based on a questionnaire distributed to a group of 433 French business students from December 2017 to January 2018. The objective of the paper is to investigate the impact of habits and consumption behavior on the willingness to pay (WTP) for cider by surveying young consumers. Introducing hard cider GIs could address current hard cider industry issues on both the supply side and the demand side. This research further indicates that GIs can act as a powerful economic development tool. On the hard cider demand side, cider makers expressed high interest in working under a geographical indication (GI) label to develop consumers’ hard cider literacy and increase demand. On the apple supply side, fourteen semi-structured interviews demonstrated that neither a long-term formalized contract nor a cooperative model (the two strategic partnership mechanisms used by world’s leading industries to manage cider-specific apple production) are appropriate for the current Vermont industry context. hard cider industry, addresses the gaps in the literature both on the apple supply side, and on the hard cider demand side. This mixed methods study conducted in Vermont, a crucial player of the U.S. This boom initially revealed challenges on the cider-specific apple supply side, but issues on the hard cider demand side have also emerged. has undergone a sudden and dramatic growth period. In the past 5 years, the hard cider industry in the U.S.