Thatchers is tapping into the growing cider market by introducing a draught version of its popular Pear Cider.
The Somerset cidermaker launched Pear Cider last year in 500ml bottles and followed this by trialling a draught version last summer. The success of the trial, coupled with increasing sales of the bottled version, led to the decision to roll out the 4.5% abv brand on draught to the firm's existing customers.
Managing director Martin Thatcher said: "The pear sector is gaining momentum and innovation is driving the cider category forward as drinkers are keen to experiment and extend their range of ciders. We are confident that Thatchers Pear Cider will help quench the on-trade thirst for quality English ciders on draught."
He added: "It is crafted from home-grown fruit to produce a drink with real flavour."
The launch closely follows another move by Thatchers to stimulate the cider market. Earlier this year, it introduced Ice Gold, which uses new technology to dispense frozen cider into glassware, alleviating the need for ice cubes, and maintaining the character of cider without watering down the taste.