Thatchers Cider is releasing its top selling alcohol free cider, Thatchers Zero, in a can format for the first time.
From 15 April 2024 Thatchers Zero, which is the fastest selling single bottle of all low/no ciders on the market, will be available in 4 x 440ml can packs in supermarkets. Asda and Tesco will launch first, with other major outlets coming online over the summer.
The new Thatchers Zero cans join the company’s other top performing four packs; Thatchers Gold and Thatchers Blood Orange – which take the tops spots as the bestselling supermarket four packs in both the apple cider and fruit cider ranges1.
Alcohol free drinks are thriving and showing dynamic growth, currently accounting for around £304m of the take-home market and surging by 13.5% in value in the past year.2 There has also been an increase of 439,000 buyers in the same period, growing the total number of households buying no/low products to around 9 million2.
Martin Thatcher, fourth generation cider maker, said: “Thatchers Zero is the first choice for those who don’t want to compromise on taste and enjoyment, delivering on the premium experience that people are looking for. With the low/no alcohol category booming, we’re excited to bring Zero into this popular format for the first time; giving customers a breadth of choice and increased value and volume.
“The innovation reflects the increasingly aspirational nature of the alcohol free category, with low/no drinks moving from something people are sampling, to being a fridge staple.”
Thatchers Zero is crafted using a selection of favourite bittersweet apple varieties, powered by Somerset sun, and pressed at the mill on Thatchers’ home farm to create the perfect, thirst-quenching, premium 0% cider.
In line with Thatchers sustainable ambitions, the packs are 100% recyclable and made using FSE certified card. Thatchers has a strong history of sustainable innovation; from introducing lighter cans in 2019, saving the equivalent of 8.4 million empty cans a year, to being the first cidermaker to ditch plastic ring carriers on its four-pack of cans. Most recently the company has installed 3,500 solar panels on site to generate green electricity, as well as innovative technology designed to capture the CO2 created in the fermentation process and using it to add lovely bubbles to every pint.
1 Circana, Cider & Perry, Supermarkets, Units, 1ct, CWD ROS, 12 Weeks to 27/01/2024
2 Kantar 52 w/e 21 January 2024
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