The U.S. Surgeon General recommended big changes to the warning label on alcohol, including adding specific information on how it can cause certain kinds of cancer.

That could mean higher prices or outright shortages of booze for the holidays, the most lucrative time of the year for vinters and distillers.

Cider sales in the U.S. have grown over the past decade. But some cider makers say the the market still isn’t valuing their product for what it’s worth.