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Thatchers commercial director Joanna Austin told The Morning Advertiser the cider category had returned to growth in pubs and bars, with the supplier continuing to outperform the wider market in the run-up to the festive period.
She said the cider category in the on-trade grew by 4.1% during the latest 12-week trading period, helped by major sporting occasions driving additional visits to pubs and creating more drinking opportunities with Thatchers beating that performance by posting growth of 7.5% during the same period.
Austin said: “This is a significant milestone for Thatchers and further evidence of the strength of our draught position in the market.”
With Christmas approaching, Austin said the Somerset-based business was focused on ensuring consumers could access their preferred products across pubs and bars, while also continuing to cater for the growing moderation trend.
“With Christmas just around the corner, we’re focused on making sure cider regulars and good-times drinkers can find their favourite Thatchers products as they connect with friends and family,” she said.
“With low & no alcohol options in Thatchers Zero and Blood Orange 0.0, we offer a cider to suit every occasion.”
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Inflation remains big concern
However, Austin acknowledged operators continue to face significant economic challenges, with inflationary pressures remaining the biggest concern for many pub businesses.
“Every landlord I speak to cites cost inflation as their number one challenge,” she said.
She pointed to rising national insurance costs, wage increases, energy bills and business rates as factors placing pressure on operators at a time when consumer spending and footfall remain under strain.
Equally, she argued pubgoers are expecting higher standards from venues, further increasing the cost burden on businesses.
In response, Austin highlighted Thatchers’ Perfect Drop dispense system, which she said had been developed with operators to help reduce waste and improve serve quality.
The comments come as cider makers continue to call for greater recognition of the sector’s economic contribution and the pressures facing producers and hospitality businesses.
Austin referenced a statement issued earlier this year by National Cider Makers’ Association chair Martin Thatcher, who warned increasing costs and regulatory burdens were creating challenges across the industry and its supply chain.
Enduring role pubs play
Despite those headwinds, Austin said she remained positive about the future of the on-trade, citing the enduring role pubs play in communities across the UK.
Austin explained: “The on-trade has proved resilient, with pubs creating memorable experiences and providing a social connection that cannot be replicated at home.
“While the sector faces significant challenges, I’m optimistic about its future. The best operators continue to innovate, elevate the customer experience and give people compelling reasons to visit and return.”
She added supporting pubs goes beyond simply selling cider and said a thriving pub sector benefits consumers, communities and drinks suppliers.
“For Thatchers, supporting pubs is about far more than selling cider. It’s about helping our customers thrive, driving profitable growth together and protecting the vital role pubs play in local communities and British culture.”
