Thatchers Cider has unveiled a new look for its premium bottled Vintage Cider.
Using the pick of the crop from the 2022 harvest, Thatchers has given its Vintage Cider a new look that includes a higher ABV at 8.3% to reflect its premium positioning and appeal to vintage cider connoisseurs.
Jonathan Nixon, Thatchers Commercial Director comments, “When shoppers are looking for a premium bottled vintage style cider with a distinctive character, they are looking for a premium ABV to match.
“Thatchers Vintage has been a much-loved part of the Thatchers range for many years, and with this 2022 harvest, we’ve increased the ABV to 8.3% to further appeal to shoppers in the growing premium bottled cider category.”
Thatchers Vintage Cider has gained a loyal following since it was first made in 2006. Thatchers believes the new profile will not only be welcomed by existing shoppers, but by a wider audience who seek out premium ABV products.
Jonathan continues, “This is a very special, timeless cider and we’ve taken great care to make sure it maintains its depth of character. It’s a premium cider with a medium dry, crisp flavour, rounded aroma and gentle sparkle.”
Thatchers Vintage Cider sits alongside Thatchers Katy (7.4% abv) in the cider maker’s premium bottled cider range.
With an RRP of £2.30 for the 500ml bottle, the premium price point offers retailers the chance to drive value sales as shoppers seek out value for money, premium choices. Thatchers Vintage will also be available in a new 6 bottle pack.
Premium cider is the best performing cider sub-category, with the latest 12 week performance showing growth of +4.9%. * The category has a loyal and strong consumer base.
Pressed, blended, matured and bottled at Myrtle Farm, Thatchers Vintage uses selected bittersweet apples including Tremlett’s Bitter and Somerset Redstreak, as well as lighter more modern varieties including Three Counties and Prince William, to create a premium cider that is deep in flavour, yet light in colour, its richness rounded off with a satisfyingly crisp sparkle.
A new label featuring Thatchers founder, William Thatcher, highlights the provenance and heritage of the brand.
Jonathan concludes, “The future of the category lies firmly in great quality, premium cider that offers value to the shopper and reflecting provenance and heritage of the cider maker.”
Thatchers Vintage is available in high street retailers nationwide, and in wholesalers for the independent channel.
Data: IRI, cider and Perry, Volume, 12 weeks to 28/1/2023