We are introducing two new pack formats for our 330ml bottles of Thatchers Gold.
A 12x330ml multi-pack has been produced for the off-trade and will be hitting the shelves in the Spring. The fridge friendly multi-pack has tearaway sides, and is designed in a unique octagon shape with bevelled edges.
A smaller, 4x330ml carry basket has also been launched, which will appear on shelf from the beginning of April.
Martin Thatcher, Managing Director of Thatchers Cider comments, “This is a new development for us – we first introduced 330ml bottles for the food service category last year and we’re now making them available in multi-packs in the off-trade.
“The traditional premium cider sector is vital for the category being the only cider category in growth*. In fact glass bottles currently account for over half of value sales in the cider category++ – it’s clear that people want bottles as well as cans, and they want to multi-buy.
“330ml bottles offer a premium alternative to beer and lager for those looking to purchase smaller bottles for events such as parties, BBQs and other social occasions.
“Thatchers Gold is all about the taste. The apples that we select to craft Gold, along with our experience in cidermaking, create a premium product that continues to drive the apple cider category. Introducing this new 330ml format brings Gold to the attention of new consumers who might otherwise be choosing beer and lager, allowing them to see for themselves the quality of this very English drink.”
Apple cider represents 66% of the major multiple cider volume*
* IRI 05.12.15 Major Multiples – 6.8% growth
++ IRI 05.12.15 Major Multiples – 51% growth
** IRI 05.12.15 Major Multiples
*** (IRI 7/11/15)
For further information, please contact:
Penny Adair, PR Consul