Thatchers Cider is extending its range of fruit ciders with a new Apple and Blackcurrant variant.
The new cider will be available in 4x440ml and 10x330ml can packs, 500ml single glass bottle, and a price marked pack of 4x440ml cans.
The 4%abv Apple and Blackcurrant will sit in Thatchers fruit cider range alongside Blood Orange, Cloudy Lemon and Rosé. With a proven track record in market leading innovation, each of these brands has helped reinvigorate the fruit cider category, with Thatchers Blood Orange in particular becoming the biggest BWS launch of 2022.
Thatchers is no stranger to the Apple and Blackcurrant flavour profile, having served a Dark Berry cider in the On-trade as part of its trio of draught Fusion Flavours for the past two years, and with a loyal customer base in the channel serving as a strong consumer pull.
Thatchers Apple and Blackcurrant is a rich, refreshingly fruity cider, created with the sweetest dessert apples, a fresh berry aroma and bold natural blackcurrant flavour.
“We have been inundated with requests from consumers for some time to produce a blackcurrant flavoured cider for the Off-trade based on its success as a Fusion flavour in the On-trade,” says Thatchers commercial director Jonathan Nixon. “Well over half of the fruit category is a dark fruit flavour1. However, we know the category needs reviving and that there is huge potential ahead for a fresh approach in the category due to the continuing popularity of the flavour, particularly in Scotland and the North of England where fruit cider is so popular.
“Our new Apple and Blackcurrant flavour is different to any other dark fruit or berry ciders on shelf and provides a clear opportunity for retailers to benefit from the strong rate of sale that ciders from Thatchers generate, thanks to our total dedication to quality and great taste.”
Jonathan continues, “Consumers like to be excited and enthused by new flavours, and we know based on our feedback from the trade that consumers love this flavour on draught. Launching in packaged formats allows more On-Trade customers to sell from the fridge without the commitment of a draught install, as well as offering our Off-Trade customers a product we know consumers want and love.”
Thatchers Apple and Blackcurrant will be launched in limited distribution from October with extended distribution into Spring 2024. It is set to be a must-stock drinks brand of the year.
As the UK’s fastest growing cider maker2, Thatchers Cider has a proven track record in fruit cider launches, where it now holds the #3 position in the market.
With the provenance and heritage of Thatchers behind it, Apple and Blackcurrant cider will be aimed at the 25-40 year old age group. It is made with dessert apples including Fuji and Gala, with natural blackcurrant flavour to give a rich and fruity character.
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