Thatchers aims at a 'new generation' with two new ciders

Thatchers Red and Thatchers Somerset Haze are said to represent a “modern twist on classic styles.”

Thatchers Red is a 4% ABV cider made from Katy and Jonagold red apples to appeal to 18 to 24-year-olds – drinkers who have been introduced to cider through sweeter drinks but who now want more depth of flavour.

The company says it will be the only red apple cider in the category.

Somerset Haze is a 4.5% ABV cloudy cider made with Discovery, Falstaff, Gala and Jonagold apples for a crisp sweet finish. It is aimed at plugging the gap in the 18 to 34-year-old market for an authentic, sweeter, lower abv, cloudy cider, said owner Martin Thatcher.

Both are being rolled out now across the on- and off-trades in a range of formats, including draught, and will be supported with a programme of activity throughout the year.

As part of the brand’s food matching strategy new recipes have also been created to pair with the new ciders:  a Chicken Tikka Kebab to pair with Red, and a Pulled Chicken Burger, or a BBQ Bacon Chop with Beetroot Slaw, for Somerset Haze.

Last week the company revealed a new look and taste for its Old Rascal cider.