Thatchers Vintage 2016

Thatchers has set its sights on the millennial pound with the new edition of its Vintage cider.

Thatchers Vintage 2016 (7.4% abv) is rolling into Tesco, Sainsbury’s, Asda, Morrisons and the Co-op. It would appeal to a “new generation” of cider drinkers, the brand said, adding that the drink’s new packaging focused on the “authentic family story” of the brand, with embossing and gold foil to “maintain its premium feel”.

The brand’s owner, Martin Thatcher, added: “Premium cider is a growing category and is playing an increasingly important role for retailers to help unlock value in their cider sales. Thatchers Vintage shows the strongest growth in value terms of the top three Vintage ciders in the category.”

Thatchers Vintage’s value sales were up 13.1% last year, with a 14.6% spike in volume to 8,263hl [Nielsen 52 w/e 8 October 2016]. The company’s flagship cider, Thatchers Gold, grew by almost £7m, bringing its total value to £29m with 34,471hl sold [Nielsen].