Thatchers aims to bridge gap between apple and fruit ciders with new lines

Thatchers is targeting younger drinkers with the launch of two ciders that offer modern twists on classic styles.

Red is a 4% ruby-coloured cider with a mellow flavour aimed at 18 to 24-year-old drinkers who have come into the cider category via fruit ciders, and are looking for an accessible apple cider. Somerset Haze, meanwhile, is a 4.5% cloudy cider targeted at 18 to 34-year-olds, that aims to bridge a gap in the market between traditional cloudy ciders and sweeter, lower ABV drinks.

Thatchers Red is available now in a 500ml bottle (rsp: £2.09), with two other formats – a 440ml can and a 330ml bottle – to follow. Somerset Haze also launches in a 500ml bottle, with a 440ml can coming later. Both are available now in selected Asda stores.

The launches will be supported throughout the year with branded POS, sampling events, festival activity, and merchandise, including clothing.

“Refreshing and sweet, Thatchers Red will appeal to those consumers who favour fruit and flavoured ciders, and who now want to begin their exploration of apple cider,” said MD Martin Thatcher. “As the only red apple cider in the category, with Thatchers Red we are continuing to innovate and celebrate what heritage cider should be about – apples.

“Somerset Haze gives those drinkers who are looking for an easy drinking, cloudy cider the opportunity to experience the premium taste of Thatchers. We believe it will fill the gap in the market for an authentic, sweeter, lower abv premium cloudy cider.”