Thatchers Cider has extended the format range for its Blood Orange Cider to include a 10x330ml can pack.
Thatchers Blood Orange was launched in Spring 2022 and attracted more shoppers than any other innovation within the beer wine and spirits category, making it the most successful BWS launch of the year.1 It added more value to the category than all other new cider launches combined.2
Such has been the thirst for Thatchers Blood Orange, this is the first time the Somerset cider maker has packaged its cider in a 10x330ml can pack.
The new pack will be available on shelf from 14th June, and in wholesale from the beginning of July for independent convenience retailers.
Jonathan Nixon, commercial director at Thatchers, is optimistic the new packaging format will be well received by shoppers and will serve to help keep interest stimulated in premium flavours.
“We know the smaller 330ml can appeals to those younger 18-30 year old shoppers who opt for fruit cider. And it’s this same audience who seek out the provenance and sustainability that Thatchers is committed to. Fruit flavours with their premium positioning, create a buzz that keeps consumers engaged with this exciting category.
“Due to the success of Blood Orange, we’ve been inundated with requests for a mid-pack. This is a format rapidly gaining momentum in the market, as we have seen with our Gold and Haze 10-packs.”
Jonathan continues, “Thatchers Blood Orange is a fantastic example of how an exciting, premium cider has had an impact nationally in the market. As shoppers are getting more adventurous, they’re looking for innovative flavours alongside knowing they’re purchasing a great tasting cider.”
Thatchers Blood Orange is also available in 500ml bottle and 4x440ml can packs.
With a reputation for developing new, innovative ciders aligned with ever changing market and consumer expectations, Thatchers has continued to invest significantly in its brands, with strong marketing campaigns, including TV and digital advertising. This has helped drive the category, capturing the imagination and taste buds of shoppers, and introducing new drinkers. A widespread sampling campaign will see Thatchers attend over 30 major festivals and events this summer.
1 Kantar Shopper Panel | 52w/e 04 Sept 2022
2 IRI Cider & Perry, Value Sales, YTD 8 Oct 2022, All BWS Outlets UK
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