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Thatchers Cider Takes Top 3 Position In YouGov Index

Thatchers Gold cider has taken a top 3 spot in the May 2021 YouGov Biggest Brand Movers Index.

Biggest Brand Movers is a monthly analysis of brands using YouGov BrandIndex metrics such as ad awareness and word of mouth to measure consumer perceptions.

Thatchers Gold, from the Somerset family cider maker, secured its top 3 place after having witnessed gains across a range of metrics. According to YouGov, “The cider brand appears to have benefitted from a recent ad campaign in the UK, as well as the re-opening of pubs, as it rose in Ad Awareness, WOM Exposure and Buzz. The brand also witnessed an uptick in its Impression scores in April.”

The survey results reflect Thatchers continued investment in high profile and eye-catching marketing campaigns for its brands with increases in impression, ad awareness, word of mouth and buzz. Thatchers Gold has also seen positive increases in the purchase funnel metrics, that reflect a consumer’s consideration and intent to purchase during the time period studied.

Over 20 million people will see the Thatchers Gold – Perfection in Every Drop – campaign this summer via TV, video on demand, and digital media. A deal with BT Sport has also seen Thatchers Gold become the broadcast sponsor of Gallagher Premiership Rugby on BT Sport for 2021.

Martin Thatcher, fourth generation cider maker comments, “We continue to invest in our brands, encouraging innovation and fresh thinking. Seeing Thatchers Gold in the YouGov BrandIndex in the top 3 position is a fantastic recognition that our shoppers are responding positively to our brands.”

Sustainably crafted in Somerset from a blend of Thatchers favourite classic West Country apple varieties, Thatchers Gold is the number one choice for drinkers willing to pay that little bit extra for quality. It has the highest rate of sale of any draught apple cider in the on-trade, and in the off-trade, the brand is number 1 for value growth (Source: IRI 52 w/e 24th April 2021).

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