Thatchers Somerset Haze ad

Thatchers is rolling out a marketing push for new cloudy cider Somerset Haze that plays on the turbulent nature of the British summer.

The adverts, which appear on retailer six sheets from 10 August, feature the slogan ‘Cloudy with a 100% chance of apples”, and in smaller text, ‘naturally cloudy thanks to the juice of the Jonagold eating apple.’

The display ads will be supported by social media activity including giveaways, and sampling.

“There’s a huge appetite among consumers for authentic, premium apple ciders,” said MD Martin Thatcher. “People want to know that what they are drinking not only tastes good, but has real provenance behind it. Somerset Haze is for cider drinkers looking for an approachable, easy flavour and the authenticity of well-crafted apple cider.”

Sales of the Thatchers range are at £26.5m, up 25.9% - with £18.9m accounted for by its main variant Thatchers Gold [Nielsen 52 w/e 25 April 2015].