Sainsbury’s has more than doubled its distribution for Thatchers Zero, the Somerset cider maker’s alcohol-free cider, after a highly successful in-store launch.

Introduced into 244 stores at the end of May, Sainsbury’s has now extended this to 505 stores nationwide, having seen an encouraging sales performance.

Thatchers Zero is the first alcohol-free cider to be produced by Thatchers – who spent two years developing the product before unveiling it earlier this year.

“We knew there was demand for an alcohol-free cider,” says Martin Thatcher, fourth generation cider maker, “but we wanted to get our new production process for it absolutely right so that we were 100% happy with the cider’s taste, depth and appearance. We therefore took our time – there was absolutely no room for compromise on quality.

“We believe that Thatchers Zero offers the premium experience people are looking for when choosing an alcohol-free cider.”

Jack Banks, No/Low Buyer at Sainsburys, says, “The No/Low category has gone from strength-to strength with 40% growth over the last year. Bringing Thatchers Zero into the conversation only enhances the premium nature of our range, and we’re thrilled to bring in such a high quality, well-regarded brand to the fixture. The initial feedback has been amazing so far, and we expect Thatchers Zero to continue its strong performance and carry the category to the next stage.”

Thatchers Zero meets the growing consumer expectation for moderation, but just as importantly offers great character and is something special and enjoyable to drink.

Martin Thatcher continues, “Thatchers Zero is a premium cider that fits really well into our range of ciders. As an increasing number of people are looking to moderate their alcohol intake as part of a mindful lifestyle, it’s great to have an alcohol-free option that fully delivers on taste.”

Like all other ciders in its range, Thatchers Zero is gluten free and is suitable for vegetarians and vegans.

Thatchers Zero has been named Best No and Low Cider in the 2020 Imbibe No and Low Taste Awards.