Thatchers has relaunched its Rascal Cider for 2019 with a new look and is supporting the popular characterful cider with a new campaign.
Formerly known as Old Rascal, this 4.5% bittersweet, refreshing, premium amber cider has been a Thatchers favourite for many years, and now with its new name and new look is being supported with a trade, experiential, social media and PR programme.
The familiar fox – Rascal – remains featured on the label, guardian of the apples in the orchard.
Thatchers Rascal is made from all bittersweet cider apples including West Country favourites Somerset Redstreak, Dabinett and Tremlett’s Bitter, to give a refreshing cider that is balanced with a smooth sweetness and finished with a light sparkle. Crafted at Myrtle Farm in Somerset, Rascal is made with Thatchers dedication to quality, flavour and consistency.
The revamp for Thatchers Rascal sees the cider packaged in a new clear recyclable 500ml bottle, allowing the beautiful amber colour of the cider to shine through the glass. The blue and amber design injects personality for today’s consumers.
Martin Thatcher, fourth generation cidermaker, says, “This is a favourite of us all at Thatchers, with Rascal having enjoyed a loyal following over many years. It’s a premium cider that offers complexity within its bittersweet character. At 4.5% it’s refreshing, boldly bittersweet yet surprisingly smooth with no challenging dryness. It presents the drinker with characterful apple cider and a roguish depth, for those who are looking for something different and away from the mainstream.
“The label has changed, but the beautiful character and flavour of the cider stays exactly as it always has,” continues Martin. “Drinkers will recognise the smooth, appley character that they’ve loved for years and we hope through a new campaign to introduce many new drinkers to this traditional, bittersweet cider.”
Rascal is available in 500ml bottle for the off trade with an RRP of £1.85.
Tel: 01934 822862