Rob Kuhar’s journey embodies the spirit of curiosity, dedication, and community that defines our industry. Located in Trumansburg, NY, Rob and his brother aren't just making exceptional cider; they are proving that passion and creativity can turn any challenge into an opportunity.
Rob’s path to cider began not in an orchard, but in the classroom, while studying to become a sommelier. Though the wine program only dedicated one brief chapter to cider, Rob felt there was "a lot more to understand". This spark of curiosity led him down a rabbit hole of self-teaching, focusing on learning by doing rather than following traditional instruction. The result of this hands-on, learn-as-you-go philosophy is a distinct style of cider, heavily influenced by the wine world (using methods like bâtonnage and champagne techniques) and the Finger Lakes region.
Rob and his brother intentionally lean into the tough terroir of New York, seeking out trees that are "struggling" in "cold and windy" hillside conditions, much like premium wine grapes. Their unique sourcing method focuses on what they call “feral trees”: previously commercial apple varieties that were abandoned 20 years ago. These trees are unpruned, unfertilized, and only the most resilient have survived, yielding small, gnarly fruit that reflects the unique soil and microclimate. As Rob explains, this method means the flavor profile is "100% reflection of the soil" and what grows well there.
Perhaps the most inspiring element of the Idiot Brothers' story is their incredible ingenuity and grit. Facing the initial challenge of scaling, Rob (an electrician by trade) and his brother built their cidery from the ground up, literally. Their first cider facility was a barn with no electricity or plumbing. All their equipment for the first several years was hand-built, including their walk-in cooler, made from reclaimed sheet metal and foam board. They turned a hand grinder into a commercial model for only $45 by sourcing and customizing parts like pulleys and belts, even naming their upgraded grinder “Grindzilla 2000”. They run on an affordable budget, avoiding debt. This resourcefulness is not only a fantastic business model but a testament to their dedication to their craft!
The famously "swaggy" name, Idiot Brothers Cider, came from a spontaneous (and slightly tipsy) suggestion from Rob's girlfriend during a wine tour, but it perfectly captures the brand's genuine ethos. The name and their silhouette logo are meant to replicate that person in your life "who you can just be silly around" and with whom you "don't have to put on a mask". The entire brand is built on a "contrast juxtaposition": a chill, laid-back name paired with a high-end, luxury-feeling product and tasting experience.
Rob's hope for the future is to see the cider industry elevate its status, moving away from being viewed as "leaning into the beer world too heavy". He believes the hard work and patience required of cider growers should place them closer to the wine world, encouraging consumers to be more "cerebral" with their tastings and pairings. Their story, from DIY equipment to crafting ageable world-class cider, serves as a powerful inspiration for every small producer striving to elevate the New York cider industry through ingenuity and relentless dedication.
