Thatchers has leapfrogged Strongbow to become the biggest cider brand in the UK off-trade, according to new data.
The Somerset-based brand grew sales by 9% to £212.5m in the 52 weeks to 24 January 2026 – ahead of Strongbow, which saw sales slide 9.6% to £201.6m, NIQ data shows.
While Strongbow’s flagship Original cider is still the biggest single cider by value, with sales of £124.9m to Thatchers Gold’s £85.2m [NIQ 52 w/e 27 December 2025], the combined sales value of Thatchers’ portfolio of ciders now exceeds that of Strongbow’s.
Thatchers Haze is also the UK’s bestselling cloudy cider, with annual sales of £36.2m [NIQ].
The figures demonstrated “growing consumer demand for our ciders,” said Thatchers, adding Thatchers Gold was also now outselling Strongbow Original in both four and 10-pack formats.
Thatchers director Martin Thatcher said “sustained investment in marketing” including an ongoing advertising partnership with Aardman helped ensure the Thatchers brand remained “front of mind for consumers”.
“By maintaining the leading share of voice in the market, we have not only reinforced the strength of Thatchers but also played a pivotal role in attracting new consumers to cider,” he said. “We are proud to play this leadership role, championing the category as a whole and ensuring it continues to thrive for future generations.”
Innovation had also been “central” to Thatchers’ success in recent years, Thatcher said.
Sales of Thatchers Zero – launched in 2020 – had “more than doubled year-on-year,” making it the bestselling alcohol-free cider in both the on and off-trade. Meanwhile, the launch of Juicy Apple in 2024 had “recruited new consumers into the cider category, expanding rather than cannibalising category share”.
Turnover at Thatchers Cider in the year to 31 August 2025 climbed 5% to £214.2m, results filed at Companies House earlier this month showed.
Profits before tax increased by 6.9% to £16.9m, despite Thatchers making £19.8m in capital outlay, including the installation of a new canning line capable of producing 60,000 cans an hour.
Last April, Thatchers planted 14,500 new apple trees at a brand-new 50-acre orchard in Somerset to meet future demand.
“It will take five to seven years before the first full harvest, but this investment is a vital step in ensuring we have enough high-quality apples to meet the growing demand for our ciders,” Thatcher said. “This expansion reflects record demand for our products, made possible by the loyalty of our customers.”
“By investing in sustainable practices, innovative products, and the long-term health of our orchards, we are ensuring that cider continues to flourish while protecting the landscapes and communities that make Thatchers unique.”
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