7th July 2009 | KATY ROSÉ SALES SOAR

Sales of Thatchers Katy Rosé are massively over-performing against original forecasts, since the new blush cider first appeared on Sainsbury’s shelves in May.

Sainsbury’s was the first multiple to stock the innovative Katy Rosé, which is the first blush cider of its kind. Produced from all English apples by Somerset cider producer Thatchers, the cider’s pink blush is taken from the colour of the Katy apples used in its pressing.

Thatchers managing director, Martin Thatcher says, “Katy Rosé has been flying off the shelves. In the first three weeks of it being stocked by Sainsbury’s we have sold more than double our original forecast.”

Stocked in 378 Sainsbury’s stores, EPoS sales data shows that Katy Rosé is driving incremental volume and sales value to the cider category in-store.
 
“Katy Rosé has been described as one of this summer’s must have drinks. It is clearly capturing the imagination of Sainsbury’s customers up and down the country,” continues Martin Thatcher.

According to Nielsen figures (1), cider is the only long drinks category in growth by value and volume terms, with growth in the off trade being driven by Fruit and Pear, as well as Mainstream cider.  Fruit and Pear continues to be driven by innovation, driving shoppers to the category(2), as has been clearly demonstrated by the performance of Katy Rosé.

Packaged in a wine-style 750ml flint bottle, Katy Rosé is a soft, light and fruity, pink cider, that has the appearance of a rosé wine, and the fruity taste of a contemporary cider. At 5.4% abv, and served chilled in a wine glass or champagne flute, it makes the ideal summer drink. 

Thatchers currently has a 10.8% share of the premium cider category in multiple grocers, growing ahead of the market at +37.2%.(3)

Tel: Thatchers Cider 01934 822862
www.thatcherscider.co.uk
 
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For further press information, contact:
Martin Thatcher, Managing director, Thatchers Cider, Tel: 01934 822862
Or
Penny Adair, PR manager, Thatchers Cider, Tel: 0117 9040173

Ref: thatchers268-katyroseinsainsburys