Shoppers have been giving the thumbs up for Thatcher’s latest cider, Thatchers Blood Orange. New figures from IRI show Thatchers Blood Orange to be the most successful new cider launch in the Off Trade this year.
Adding more value to the cider category than all other new cider launches combined, Thatchers Blood Orange was unveiled in January 2022, in both 500ml bottle and 440ml can.
The launch has been supported with a new advert for TV, cinema, video-on-demand, together with high impact billboards, digital, social and in-store activation. This has run alongside a widespread sampling campaign that is seeing Thatchers attend over 25 major festivals and events this summer, driving the launch direct to consumers.
“This has been our biggest launch yet, and it’s clear Thatchers Blood Orange is quenching the thirst of cider lovers this summer,” says fourth-generation cider maker Martin Thatcher. “Together with support for our retailers, the campaign has been driving awareness amongst new drinkers as well as flavour connoisseurs, tapping into the biggest flavour trend for this year, and helping refresh the category.”
Made at Myrtle Farm in Somerset, Thatchers Blood Orange, 4% abv, is crafted with naturally sweet, juicy dessert apples, Braeburn, Fuji and Gala, selected for their sweetness, aroma and quality. Bursting with natural blood orange flavour, this is a vibrant, sparkling cider.