Fourth generation cider maker Thatchers has introduced its Thatchers Rosé on draught for the first time.
The move follows consistently strong off trade sales for the brand, which in its first year added over 1 million litres to the apple cider category and was recognised as the most successful apple cider launch of 2019. Since then, Thatchers Rosé has continued to strengthen its position in the off trade with a +246.6% growth in the last 12 months to August. (IRI MAT performance 52 w/e 15 Aug 20)
“With a growing number of loyal purchasers throughout the UK, now is the right time to bring Thatchers Rosé out of the fridge and onto the bar,” says Rob Sandall, On Trade Sales Director at Thatchers. “This is an opportunity for pubs and bars to offer Thatchers Rosé to drinkers who discovered it prior to and during lockdown and are now resuming their social experiences in the pub, with premium ciders they can trust to deliver on taste.”
According to CGA Brandtrack, 43% of people said they’ll continue to drink the premium brands they enjoyed during lockdown. With Thatchers Rosé now available on draught, it gives pubs and bars a new opportunity to enhance their range with a premium cider that has a proven track record with consumers.
Rob continues, “Since the On Trade has re-opened we have seen the thirst for cider continue in pubs with the category outperforming total alcohol. It’s now essential every outlet makes the most of the summer cider feel into Autumn with premium ciders that can demonstrate consumer appeal and help boost profits.”
For today’s drinkers searching for new and exciting ciders, Thatchers uses its love of innovation to combine traditional cidermaking techniques with contemporary styles and flavours. Using a blend of naturally sweet, rosy-red dessert apples, including Cripps Pink, Fuji and Gala, Thatchers Rosé is a 4% deliciously sweet, sparkling cider, bursting with fruity apple flavour.
Rob concludes, “Consumers have a connection with their favourite brands – they understand the care we take to make our cider sustainably and to the highest quality , but crucially they trust us to deliver a great tasting glass of cider every time.”
