NPD hits the mark

2 Thatchers Cider bottles

SOMERSET cider brand Thatchers is enjoying time at the top following the successful launch of its Blood Orange variant.

IRI data for the year to 16 July found Thatchers Blood Orange was the most successful new cider launch in the off trade so far this year, contributing £7.5 million to the overall cider category.

Thatchers has kept momentum going since it launched the new flavour in January. The cider maker has been supporting Blood Orange through a multimedia campaign across TV, cinema, VoD, billboards, digital, social and in-store activations.

Martin Thatcher, fourth-generation cider maker at Thatchers, said: “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 reinvigorate the category.”