Thatchers Cider has unveiled new branding and a multimillion pound campaign for its cloudy cider Thatchers Haze.

Featuring the strapline ”What Cloudy Cider’s Supposed to Taste Like”, Thatchers Haze will be supported with a multi-million pound campaign featuring 48 and 96 sheet outdoor, retailer 6 sheets, trade advertising, promotional and point of sale material, PR, digital support and an exclusive experiential event.

The new branding (rrp £1.70 per 500ml bottle) will be rolled out from March and the campaign will run from April

Thatchers Haze is a 4.5% naturally cloudy cider, crafted from Discovery, Falstaff, Gala and Jonagold eating apples to create its crisp, sweet finish. 

Fourth generation cidermaker Martin Thatcher said: “The expertise that we’ve developed into how apple varieties work together to create different styles of cider can be seen in Thatchers Haze. Our cidermakers have a deep knowledge of what each apple does and how it contributes to the cider’s character.

“Thatchers Haze is a truly innovative cider, where dessert apples create lighter, fruity flavours combined with the quality of a traditional cider.

“It took us a while to discover it. But finding the Jonagold apple was the breath-taking moment that allowed us to create the delicate flavour and the natural haze in this cider.”

The new identity for Thatchers Haze draws on its Somerset roots displaying strong Thatchers branding, and whilst Haze retains its own personality through the green tones that consumers already associate with the brand, it will be readily recognisable as part of Thatchers family.

Martin Thatcher adds, “Tapping into all of the great things that the consumer is asking for - craft, heritage, and quality, Thatchers Haze is an aspirational, contemporary cider with wide appeal for the new generation of cider drinkers as well as those who love apple cider and are looking for something different.

“Thatchers Haze bridges the gap between a sweet cider and a traditional, dry cloudy cider, and is certainly one that retailers and operators are looking to have on their shelves alongside our flagship brand Thatchers Gold.

“Linking the brand identity to the Thatchers family through its packaging gives consumers piece of mind that the brand is one they can trust for its great taste and authenticity. It has greater presence on shelf as a serious cider within the cloudy cider category.

“Since we originally launched Haze at the start of 2015, there has been a massive increase in popularity for cloudy cider and we expect this to continue throughout 2016 as consumers graduate from fruit ciders into the premium apple category. With Haze we’ve already seen exceptional take-up in the on-trade where operators have been switching onto draught from bottle, such has been the demand.”