Somerset-based Thatchers Cider is targeting 25-40 year olds with an Apple and Blackcurrant variant.
The new cider is available in 4x440ml (RRP £5.89) and 10x330ml can packs (RRP £12), 500ml single glass bottle (RRP £2.25), and a price marked pack of 4x440ml cans (PMP £6.69).
Made with dessert apples including Fuji and Gala, the 4% abv Apple and Blackcurrant will sit in Thatchers fruit cider range alongside Blood Orange, Cloudy Lemon and Ros.
Thatchers is no stranger to the Apple and Blackcurrant flavour profile, having served a Dark Berry cider in the On-trade as part of its trio of draught Fusion Flavours for the past two years.
“We have been inundated with requests from consumers for some time to produce a blackcurrant flavoured cider for the off-trade based on its success as a Fusion flavour in the On-trade,” says Thatchers commercial director Jonathan Nixon. “Well over half of the fruit category is a dark fruit flavour (Circana). However, we know the category needs reviving and that there is huge potential ahead for a fresh approach in the category due to the continuing popularity of the flavour, particularly in Scotland and the North of England where fruit cider is so popular.
“Our new Apple and Blackcurrant flavour is different to any other dark fruit or berry ciders on shelf and provides a clear opportunity for retailers to benefit from the strong rate of sale that ciders from Thatchers generate, thanks to our total dedication to quality and great taste.”
The new flavour has launched in limited distribution with extended distribution into Spring 2024.
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