We have unveiled new branding and announced a high profile campaign for our cloudy cider Thatchers Haze.

Featuring the strapline What Cloudy Cider’s Supposed to Taste Like, Thatchers Haze will be supported with a high profile, multi-million pound campaign from April, featuring 48 and 96 sheet outdoor, retailer 6 sheets, trade advertising, new promotional and point of sale material, PR, social and digital support. An exclusive experiential event is also planned.

Thatchers Haze is a 4.5% naturally cloudy cider, crafted from Discovery, Falstaff, Gala and Jonagold eating apples to create its crisp, sweet finish. All importantly it’s the juice of the Jonagold apple that gives the cider its all-natural haze. Thatchers Haze was first rolled out in January 2015.

Martin Thatcher, fourth generation cidermaker says, “The expertise that we’ve developed into how apple varieties work together to create different styles of cider can be seen in Thatchers Haze.  Our cidermakers have a deep knowledge of what each apple does and how it contributes to the cider’s character.

“Thatchers Haze is a truly innovative cider, where dessert apples create lighter, fruity flavours combined with the quality of a traditional cider.

“It took us a while to discover it. But finding the Jonagold apple was the breath-taking moment that allowed us to create the delicate flavour and the natural haze in this cider.”

The new identity for Thatchers Haze draws on its Somerset roots displaying strong Thatchers branding, and whilst Haze retains its own personality through the green tones that consumers already associate with the brand, it will be readily recognisable as part of Thatchers family.

Martin Thatcher adds, “Tapping into all of the great things that the consumer is asking for – craft, heritage, and quality, Thatchers Haze is an aspirational, contemporary cider with wide appeal for the new generation of cider drinkers as well as those who love apple cider and are looking for something different.”

Thatchers Haze is available on draught, 500ml bottle and 440ml can. The new branding will be rolled out from March.