Hawkes will be bringing their new concept of cider festival into Germany with a one-day event. German cidermakers Ostmost and Pica Pica, alongside Austrian Cidermakers Blakstoc will be attending. All cidermakers will be pouring to a relatively green crowd in terms of cider drinking, so the festival will be shining a light on new tastes and experiences.
Hosted at BrewDog’s Berlin brewery, the space is a 2500 square meter old power station
Entry is free and guided tastings from each of the Cidermakers will be on offer for a small fee.
A new TV campaign from Thatchers, the family cider makers, will appear on screens from Monday 17th August 2020. Called “Family”, it reinforces the values that are the driving force behind everything that Thatchers does.
True to life, authentic, warm and aspirational, the new campaign from the Somerset cider maker will be broadcast nationally, on TV and Video on Demand.
The ad has been directed by award-winning British director Steve Reeves with production company Another Film Company. The creative agency is McCann Bristol, and media agency Bray Leino.
Bill Bailey has provided the voice over, and as in previous campaigns Martin Thatcher has a cameo role, this time joined by family members Anne and Eleanor. Cider makers Richard Johnson and Sophie Jennings also make appearances.
Martin Thatcher, four generation cidermaker says, “This is an ad that’s warm with a smile in its heart. We hope everyone will be able to relate to it. The sense of family runs very strongly throughout all we do at Thatchers, from our heritage and traditions, through to our quality and expertise in cider making. It’s something we’re all very proud of, and we know it’s something that will always stay true. There’s never been a better time to reinforce the message of family and caring for each other.”
A forty and thirty second ad will showcase the Thatchers cider portfolio of Thatchers Gold, Haze and Rosé. A social campaign will also run.
Thatchers has been the cider category’s top off trade performer during lockdown with sales +108.7% in the last 12 weeks. *Source: IRI, vol sales 12 w/e 18th July 2020.
The Partnership – a coalition of producers and retailers – has launched a social media campaign to help patrons get the most out of their returns to their favourite hostelries.
The campaign will highlight the safety measures put in place, the importance of guidance within the premises, the need to respect physical distancing and the promotion of responsible drinking while having a good time.
Set to run over the next month, the campaign will include links to the Scottish Government’s guidance for consumers.
“It is important that consumers know the industry is taking the threat of COVID-19 seriously and this campaign is also aimed at highlighting that. The hospitality industry has been devastated by the pandemic and it will be a long road to recovery, the support of consumers and their confidence in the trade will be key.
“In launching this campaign, the whole industry in Scotland is getting behind our pubs and bars. By highlighting the changes being made to keep consumers safe, the innovation being used in this and of course, the pre-existing world class food and drink already on offer, we hope to welcome back as many customers as we can safely do so. In turn, the trade will be able to continue to support jobs and contribute to the economy.”
“After being closed for almost four months, operators cannot wait to welcome customers back through their door, but we all know it needs to be done safely. The campaign seeks to highlight the safety aspect to consumers by telling what they can expect when they return to a pub, bar or restaurant.
“Whether it’s giving contact details to staff, ordering via an app or QR code, or having to wait in line to use toilet facilities, it will be a new experience for everyone. The pubs and bars will still be the same premises we know and love, but these changes are to keep us all safe and as an industry we are ready to support that by playing our part.”
The Scottish Alcohol Industry Partnership (SAIP) is a partnership of alcoholic beverage producers and representatives of the on-trade and off-trade in Scotland which includes:
It provides a platform for the alcohol industry to promote responsible drinking and contribute towards tackling alcohol-related harm.
In addition to this campaign, the SAIP runs three major programmes, namely the promotion of the 125ml wine measure in the on-trade, the ‘You’re Asking For It’ campaign to tackle proxy purchase and Drinkaware at Work campaign in collaboration with Drinkaware to support employees in making informed choices about their drinking.
Just as the Chancellor announces his mini-budget to support the all-important hospitality sector, Little Pomona launches Table Cider.
A seasonal blend of apples that will be released in parcels in the year following each harvest, Table Cider is cast in the mould of table wine.
Full of fruit, freshness and energy, Table Cider celebrates three things about great dry cider that are possibly even more important than the apples and the techniques used in its production: cider’s sheer joyous drinkability, its easy affinity with food, and the subtle, effortless way it inspires conversation.
“In this most convivial of alcoholic drinks, cider is far greater than the sum of its parts and something Herefordshire-based Little Pomona feels is well worth celebrating,” said co-founder and cidermaker James Forbes.
Table Cider is a careful blend of five different apple varieties – Dabinett, Browns Apple, Egremont Russet, Ellis Bitter and Ashton Bitter – brought together in bottle to reflect the summer season of its release.
Since its inception Little Pomona has proudly championed the apple, that wonderful fruit of the nation’s native wine. They have continuously pushed the boundaries of apple fermentation while letting the fruit lead and giving it time to express itself in its natural state – fully fermented to dryness.
Of Table Cider, James said, “Since many of our releases are small, they can be hard to get hold of. As we thought more about what we are doing as makers we realised that it is in the sharing of cider with friends and family and crucially, food, where its true value lies. We wanted to create a cider to reflect this which was both affordable and also more available.”
Table Cider will appear in batches throughout the year. “We have over 50 different possible cider components maturing in our cidery,” said fellow founder, Susanna Forbes. “We will be making the most of this and matching each batch of Table Cider to both the season and the dishes on everyone’s tables.”
“We decided to finish the fermentation in the bottle and leave it undisgorged in its natural state,” assistant cidermaker, Blair Côté, said. “That means sediment, which is a joy – there’s a ton of flavour there! – so gently rouse the bottle before pouring.”
Table Cider (7.3% abv) is available in 75cl bottles with an RRP of £8-8.50.
It was two years in the making, but now Thatchers Zero, the Somerset cider maker’s first alcohol-free cider, has been named Best No and Low Cider in the UK by industry magazine Imbibe.
Thatchers Zero was unveiled in January 2020 after a long development journey, and only when the cider maker was 100% happy with the cider’s taste, depth and appearance. By using a unique production process, Thatchers has been able to create an alcohol-free cider that doesn’t compromise on quality – and offers the premium experience people are looking for when enjoying a Thatchers cider.
Thatchers Zero is full of appley aromas and crisp refreshment. With a beautifully bright, golden appearance, crisp, medium dry taste, and fruity aroma, it is crafted using a selection of Thatchers favourite bittersweet apple varieties, creating a 0.0% cider with body, smoothness and character.
The Imbibe No and Low Taste Awards were launched to reflect the quality and range of products in what has become a significant sector of the drinks industry in recent times – one that has grown during lockdown and is predicted to continue to grow in the years to come.
Like all other ciders in its range, Thatchers Zero is gluten free and is suitable for vegetarians and vegans.
Thatchers Zero is available in high street retailers including Sainsbury’s and Co-Op, RRP £1.85. It is also available from specialist retailers including Dry Drinker and Wise Bartender, and from Thatchers www.thatcherscider.co.uk
As pubs and bars await the Government announcement allowing them to open their doors once again, the fourth-generation family business will be offering every one of its free-trade customers in Great Britain a free 50 litre keg of Thatchers cider in a £1million pledge.
Martin Thatcher, managing director of Thatchers explains,
“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.”
Thatchers is promising up to £1million of cider to make this happen. They will be working closely with their wholesale suppliers to ensure pubs and bars receive their free keg at the appropriate time.
Thatchers is extending this offer of support to all pubs in the UK subject to agreement with their respective owners and routes to market.
“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.
Marston’s is just one of the companies supporting the Thatchers Pledge. Simon Barnes, Free Trade Sales Director at Marston’s, says
“Marston’s are really pleased to be working with Thatchers to support their pledge and helping our pubs restart their businesses.”
Tim Cooper, managing director of Dayla Drinks, has also lent his support. He says ,
“Dayla is delighted to working with Thatchers Cider on such a great initiative to support the on-trade at a time when we all need an uplift. My family and the Thatcher family are fully committed to helping our loyal band of customers return to better times and we wish them all well.”
Jo Mardell, head of sales at Tolchards Drinks adds,
“Tolchards are delighted to be part of Thatchers’ pledge initiative. We’re sure customers will race to get on board and will be thankful for the support on re-opening their outlets.”