Thatchers unveils new fruity flavour

Launching in November with limited distribution, Thatchers Apple and Blackcurrant cider ​will then be available with extended distribution from Spring 2024.

Thatchers commercial director Jonathan Nixon said: “We know the category needs reviving and there is huge potential ahead for a fresh approach in the market due to the popularity of this flavour, particularly in Scotland and the North of England where fruit cider is so popular.”

Clear opportunity 

Described by the Somerset-based cidermakers as a “rich and refreshingly fruity cider”, the new 4% ABV serve boasts notes of Fuji and Apple dessert apples, fresh berries and bold blackcurrant.

Nixon added the new Apple and Blackcurrant variant was “different to any other dark fruit or berry ciders”, presenting a “clear opportunity” for operators to benefit from.

Replacing the brand’s Dark Berry offering, Thatchers Apple and Blackcurrant will be available to the on-trade as part of the brand’s Fusion Font range, which allows operators to dispense three ciders on one font.

The new fruity flavour will also be available in 500ml bottle formant for both the on and off trade, sitting alongside the other bottled flavoured ciders in the firm’s range, including Blood Orange, Katy, Zero and Rose.

Excited and enthused 

Earlier this month, Thatchers also announced it would be adding a new seasonal offering to its Fusion Font range, Spiced Apple​, in a bid to increase cider sales during colder months.

In addition, analysis of data from CGA's Daily Drinks Tracker​ by The Morning Advertiser​ showed cider had seen the biggest year-on-year growth out of all the categories measured over the last six months, with an increase of 8.4%.

Nixon added: “Consumers like to be excited and enthused by new flavours, and we know based on our feedback from the trade that consumers love this type of flavour on draught.
“Launching in 500ml bottle which is the most popular on-trade packaged format for cider​, allows more customers to sell from the fridge without the commitment of a draught install.”