English cider producer Thatchers is planning to shake up the amber cider market with the off-trade launch of one of its popular draught brands.
The 5.3% abv Thatchers Gold, first introduced on draught two years ago, will be released in a 500ml bottle (rsp: £1.49), a can format as well as a two-litre PET bottle (rsp: £2.99).
Sales director Colin Todd said: “We decided the amber mainstream cider market needed refreshing. Gold’s packaging, with a see-through label, highlights its premium image and Thatchers’ trend for innovation.” Todd added that Gold had a strong taste of apple which had proved popular with customers in the on-trade, where sales have doubled year on year. “We are
seeing considerable change in the cider market, with consumers becoming ever more discerning and demanding a point of difference,” said Todd.
“Gold brings a premium angle to the amber sector, providing all the attributes of draught cider in a bottle, and will offer consumers a clear choice against other major brands on the shelf.”
Earlier this year the company branched into the perry market with its Thatchers Perry and also launched its single orchard range, Thatchers Single Varietal.