Thatchers pushes single variety ciders

Thatchers' range of single-variety ciders, led by the best-selling Katy, has been given a new look for 2008.

A new lightweight 500ml bottle is being enhanced with a redesigned label to help push its single-variety ciders in the year ahead.

"We have reshaped the 500ml bottle for stronger shelf presence, making it lightweight to reduce packaging requirements," said Martin Thatcher, managing director.

"The single variety sector is steadily growing and as consumers who were first introduced to the category a few years ago now look to try something new and develop their understanding of cider, so the concept of a single-variety cider, and the characteristics borne out of the type of apple, are recognised," he continued.

Thatchers Katy has sold two million bottles in the last 12 months, and is being supported with a new, high profile marketing campaign and trade support."Our research tells us that customers really do care about the provenance of their cider," added Martin.

"All our apples are home grown to the highest standards - top quality fruit is fundamental to creating the character of our premium ciders."