Thatchers is ready to liven up the cider category for 2010 with the launch of a new fruity cider.
The 5.4% abv Ciderberry is a rich, red, medium fruit cider infused with the natural berry juices of blackcurrants, raspberries and blueberries.
The drink is "softly sparkling" according to the producer, and it has a "refreshingly more-ish taste" created by the mix of berry juices.
"Thatchers Ciderberry is the natural progression for existing fruit cider consumers," said managing director, Martin Thatcher.
"Fruit and pear is still the fastest growing cider category, and is proving to be an exciting market where innovation is vital for success.
"Ciderberry has a slightly drier taste than other fruit ciders currently in the market, with a unique blend of berries. We believe it is this blend that will appeal to a more sophisticated palate."
The new addition has been packaged for sharing in a wine-style 750ml bottle, which has a silver label that displays the heritage messages of Thatchers Cider.
"Ciderberry is a really versatile cider. It will appeal to both a male and female market, and in particular for sharing. It can be drunk chilled as an aperitif, with or without food, and will make a refreshing alternative to more traditional ciders, wine and lager."
The new drink, designed to be enjoyed either chilled or over ice, was created as a sister brand to Katy Rosé, launched in 2009. Katy Rosé has shown strong growth in on and off-trade markets, says Thatchers.