- The UK’s number one cider brand enters the festive season with record market share, record volumes and its widest ever distribution
- Somerset-based Thatchers is expecting its biggest-ever festive sales period, supported by its broadest-ever portfolio and largest Christmas marketing investment to date
- Thatchers’ first-ever Christmas TV advert, created with award-winning animation studio Aardman, headlines an integrated campaign expected to reach over 27 million people
- Nationwide retail activation across more than 2,000 stores will drive visibility and support retailers during the key Christmas trading period
The UK’s number one cider brand[1], Thatchers Cider, is gearing up for what it expects to be its biggest-ever festive sales period, launching its largest Christmas marketing campaign to date following a record-breaking year.
The 4th generation, family-owned Somerset cider maker enters the Christmas trading period with record market share, record volumes and its widest ever distribution. With significant investment in marketing and retail activation, Thatchers aims to build on this momentum, helping retailers and the on-trade capitalise on festive demand and enabling more consumers than ever to enjoy its popular range of ciders.
At the heart of the campaign is Thatchers’ first-ever Christmas TV advert, created in partnership with world-famous animation studio Aardman, bringing together two South West institutions renowned for their craftsmanship and commitment to quality.
Titled Saving Tasting Time, the advert puts a festive twist on Thatchers established ‘Tasting Time’. When heavy snowfall threatens to derail the all-important Friday 12.30pm cider tasting at Myrtle Farm, Martin Thatcher takes to the skies in a hot air balloon to bring his team together, ensuring no cider leaves the farm unless it’s perfect.
The heartwarming Christmas adventure celebrates the lengths Thatchers goes to in pursuit of the perfect pint, bringing festive magic to screens across the UK. The advert achieved an ‘Exceptional’ 5.9 Star Rating on System1’s Test Your Ad, the highest possible score, with just 1% of ads in System1’s database earning 5 Stars and above.
Biggest festive investment to date
Developed by Thatchers’ long-standing creative agency partner Bray Leino, the advert forms the centrepiece of an integrated campaign launching on 2 November, expected to reach over 27 million people across TV, BVOD, Netflix, YouTube, Meta, digital channels and retailer media.
The campaign will extend into more than 2,000 stores nationwide, with festive retail activation under the message ‘Tis the season for perfect cider’. Feature space, front of store outdoor, in-store screens, online banners and social media will help drive visibility and keep Thatchers front of mind during the crucial Christmas shopping period.
Additional advertising, pub activation, PR and social media activity will reinforce the brand’s presence across both the on- and off-trade.
More choice for more cider drinkers
Alongside its Christmas campaign, Thatchers is entering the festive season with its broadest-ever cider portfolio, catering to a growing range of tastes and drinking occasions.
Flagship Thatchers Gold sits alongside Juicy Apple, a refreshing, fruitier option appealing to a new generation of cider drinkers, while Thatchers Vintage offers a distinctive choice for those who appreciate a more traditional, characterful cider.
For consumers looking to moderate, the range also includes Thatchers Zero, the UK’s number one low and no apple cider, and Blood Orange 0.0, launched in the spring.
Martin Thatcher, 4th Generation Cider Maker at Thatchers Cider, said, “We’re entering the festive season with real momentum, and we’re backing that with our biggest Christmas campaign to date. With more people able to enjoy our ciders across the country, we’re expecting our strongest festive sales period yet.
“From the farm team in the orchards to our highly skilled cidermakers here at Myrtle Farm, we work hard to create ciders that people can enjoy on all sorts of occasions. Christmas is a particularly special time for bringing people together, and it’s fantastic to be part of those celebrations.
“At Thatchers, we go to great lengths to make sure every pint is perfect, and that doesn’t stop for Christmas. We loved the idea of bringing that commitment to quality to life in a fun, festive way, and Aardman have done a brilliant job of capturing it with a Christmas mission to save our all-important tasting time.
“We hope the advert brings a smile to people’s faces and adds a little Thatchers magic to the festive season.”
Will Studd, Director at Aardman, added “Working with Thatchers again was a real privilege and as always a lot of fun. The team and I relished the opportunity to bring the real-life members of the Thatchers team and family to life again through their animated puppet counterparts, and adding a festive touch to Myrtle Farm.
“It’s a relationship we value a lot, and it’s always such a treat to work so closely with another well established and well-regarded West Country business. The team put in so much love and care into the project, we’re all immensely proud of how the film came out and can’t wait to see it on TV.”
The advert will air from Monday 2 November across channels including ITV, Sky, Netflix and Channel 4, alongside outdoor, digital and social activity throughout the festive season.
Watch the full Christmas advert here.
[1] 1 NIQ, Cider, Product Range, Value, 52W to 03/10/2026
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