It will send each of its free-trade customers a 50-litre keg at whatever time the pub sees best, in addition to extending the offer to pubs across the country, subject to agreement with their respective owners and routes to market.
Thatchers managing director Martin Thatcher said: “We want to help the pub industry get back to business after this immensely tough period. There’s no doubt pubs and bars will need all the help and support they can get, with the new normal being just as challenging.
“By giving free-trade customers across Britain, who currently stock one of our draught brands, a free keg of cider, we’re hoping that this will be of great value to them financially for when they’re able to get the pints pouring once again.”
Thatcher added: “As an industry, we have to pull together and do what we can to help the hospitality industry get back on its feet.
“We hope this pledge will help pubs and bars welcome back customers with open arms, knowing that a free keg of cider will help their business.”
Thatchers will also be offering point of sale, sales support and cellar advice to publicans when needed, as businesses reopen.
The £1m pledge is being backed by a handful of other companies including pub company Marston’s and drink distributors Dayla Drinks and Tolchards Drinks.
The cider producer would like its customers to fill out an online form to claim their free keg, on their website.
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