Tapping into the biggest flavour trend for this year, family cider maker Thatchers is extending its award-winning range of premium ciders with Thatchers Blood Orange.
Bursting with mouth-wateringly juicy blood orange flavour, the latest innovation from family cider maker Thatchers is being unveiled in 500ml bottle and 440ml can.
The emerging blood orange flavour is yet to make its mark in the cider category, and therefore Thatchers Blood Orange is expected to recruit a new generation audience who are already buying into the growing popularity of sophisticated orange and blood orange flavoured soft drinks, premium spirits and IPAs.
With 95% of 18-39 year old cider drinkers excited about new flavours in fruit*, Thatchers Blood Orange is bringing something new and accessible for flavour connoisseurs, appealing to the generation of 18-34 year olds eager to enjoy life’s experiences.
Thatchers Blood Orange, 4% abv, is crafted with naturally sweet, juicy dessert apples, Braeburn, Fuji and Gala, selected for their sweetness, aroma and quality. Bursting with natural blood orange flavour, this is a vibrant, sparkling cider.
Thatchers Blood Orange has a nationwide roll-out from the end of February.
Alongside a new TV campaign, the launch of Thatchers Blood Orange will be supported by a multi-million pound investment, with a digital, broadcast video, billboard, sampling and activation programme.
Independent cider maker Thatchers shook up the fruit cider category in 2020 with the launch of Thatchers Cloudy Lemon, which became the number one NPD launch of the year with its 4 x 440ml can-pack and in just twelve months has grown to be a top 4 fruit cider brand.**
“Packed with sweet, juicy flavour, Thatchers Blood Orange will tease the taste buds and quench the thirst,” says fourth generation cider maker Martin Thatcher. “All our ciders are made with the same deep-rooted responsibility that comes with 117 years of cider making here at Myrtle Farm.
“This is a juicy addition to the growing Thatchers Cider family, attracting a new generation of cider drinkers.
“With the blood orange flavour yet to make its mark in cider, Thatchers Blood Orange will cut through a cluttered fruit cider category, whilst introducing new shoppers into cider.”
Bright, sharp and vibrant colours on pack will give the brand strong shelf stand-out for retailers whilst clearly communicating the premium credentials of family cider makers Thatchers, sought after by shoppers.
Thatchers Blood Orange comes with the Thatchers expertise of crafting smooth and refreshing contemporary and traditional ciders, and together with its longstanding heritage, meets the choices of today’s cider shopper through taste, quality, provenance and sustainable cider making.
With its range of premium apple and fruit ciders, Somerset born and bred Thatchers accounts for 95% of the total off-trade category volume growth in the last five years ***.
With the wider cider market still readjusting following a turbulent two years, Thatchers, the second largest cider maker by volume, continues to outperform the market with 12.8% market share****.
Thatchers Blood Orange Cider 500ml bottle has an RRP of £2.30 and the can 4-pack has an RRP of £5.50.
Look: vibrant, blood orange colour with a lively sparkle
Aroma: orange blossom notes
Taste: Mouthwatering, juicy, sweet, bursting with blood orange flavour
* MRQual online research 9-15 June 2021, 300 cider drinkers surveyed, 18-60 year old
** Top off trade fruit cider brands IRI 52/we June 2021
***IRI 52 w/e 24 April 2021
****IRI w/c 1 January 2022