Juicy Apple Cider makes its way to the off-trade
SOMERSET cider brand Thatchers is set to launch its sustainably made Juicy Apple Cider to the off-trade for the first time.
Following an initial exclusive stint across pubs and bars in April, the new cider is now set to roll out to the retail channel as it launches in Morrisons stores this month.
Made using 100% renewable electricity, including power generated from the 3,500 solar panels at Thatchers’ Myrtle Farm in Somerset, the new 4% ABV cider is currently available in Morrisons stores, with plans for a further roll out across retail in the coming months.
The new launch comes in a single 500ml bottle with an RRP of £2.50 each as well as in canned formats including a four pack of 400ml cans for £5.75 RRP as well as a larger 10 pack of 440ml cans for £11 RRP.
Packs also feature similar designs to the rest of the Thatchers range following on from the cider maker’s changes to its Cloudy Lemon variant, to help align the brand’s look across all its flavours.
The new cider aims to bring more drinkers to the category across the off-trade by appealing to younger drinkers with its sustainable nature.
Juicy Apple also reflects a much wider change to Myrtle Farm production, according to Thatchers, who said new sustainable developments across production is helping to improve the cider maker’s impact on the environment.
As well as being made using 100% renewable electricity, this latest innovation sees the CO2 produced in the fermentation process captured and used as bubble in the cider.
The retail launch is set to be supported by a large-scale PR and digital advertising campaign aiming to target younger, more eco-conscious drinkers. This will be in the shape of OOH, social media, mobile display and influencer messaging, which Thatchers reckons will be seen at least 29million times combined.
Eleanor Thatcher, cider-maker and fifth generation of the Thatcher family, said: “In every way, this is a drink for the next generation. Juicy Apple’s mouthwatering taste is powered by sunshine, made using the juiciest, sun-drenched apples and 100% renewable electricity. That means it is as good for the environment as it tastes.
“There was a gap in the market for a cider that’s made specifically for the next generation. As a part of that generations, I know they’re thirsty for a product that meets their expectations for exceptional quality and eco-consciousness.
“Juicy Apple is perfect for those who are yet to discover the taste of apple cider, and cider lovers alike. It has excited everyone who has tried it, and that’s exciting for us.”
