Sep 7, 2023
Pictured: Ian Liddell-Grainger MP, Chair of APPCG and David Sheppy, Chair of NACM
Newly elected chair of the National Association of Cider Makers (NACM), David Sheppy, called for a freeze in excise duty until at least 2025 in his inaugural speech at the All-Party-Parliamentary Cider reception in Westminster this week.
More than 120 cider makers, MPs and those connected to the cider industry gathered to celebrate the importance of the most traditional of UK drinks. Ian Liddell-Grainger MP, chair of the APPCG, opened the event, reminding those present of the importance of cider making across many rural communities.
While the event was an opportunity to celebrate British cider makers, there was a serious note at times, with calls on the government to commit to no further excise duty increases for at least 18 months following the damaging effects of the recent 10.1% duty increase alongside the Alcohol Duty Reform changes targeting the most traditional ciders.
David explained how challenging it is at the moment for cider makers. “The last few years have been tough for cider makers. The market has been struggling and at times it has really felt as though the government has lost focus on the valuable contribution that the traditions of cider making bring to our rural economies. A 10.1% increase in excise duty; duty reforms that penalise our most traditional ciders; complicated systems that have been rushed through; increasing levels of red tape for both cider makers and farmers. The list is endless and personally I have been very frustrated and concerned that the finest, traditional ciders and family businesses are being negatively impacted”.
He called on MPs to support the cider industry, which supports more than 11,000 jobs, 16,000 acres of orchards and is worth £2.95 billion and by far the largest globally, playing an important role across rural economies in Herefordshire, across South West and beyond, cider makers attract more than 1 million tourists each year, contributing to their rural economies and supporting communities.
Highlighting industry concerns that yet another excise duty related consultation was due, David asked for support as the government begins the lengthy process of reviewing the definition of cider. “In the past those responsible for excise duty made a point of coming to see us and learn more about the cider category.” He said “we appreciate that the last few years have made that more difficult, but all of us here tonight would like to see us to return to that level of interest in cider making.”
As a sixth generation cider maker, from a cider making family spanning more than 200 years, David acknowledged how far the industry has come in that time, taking great leaps in technology, whilst also keeping with the traditions important to the heritage of cider making. He concluded that with the right support the cider industry can be optimistic for our future and for the great ciders that will be made by generations to come.
Jul 4, 2023
PHOTO: Martin Thatcher visits Weston Hospicecare, meeting community fundraisers Abi and Kirsty, to see apple trees planted for the Thatchers Community Orchard Project [Copyright Neil Phillips Photo and Film Ltd]
Community groups around the country have been planting apple trees this spring thanks to The Thatchers Community Orchard Project.
Attracting hundreds of applications in the project’s third year, from as far afield as Aberdeen to Worthing, the Somerset cider maker has supported over 100 groups wanting to enhance their communities, with 500 apple trees donated this year.
Including residents’ associations, parish councils, allotment groups, and care homes, five apple trees were donated to each of the successful applicants. To apply, they needed to explain why planting apple trees would make a difference to their communities.
Thatchers Community Orchard Project – Martin Thatcher meets Emma, Nicky, Elaine and Bethan from Weston Super Mare Cricket Club who received apple trees through the project.
Copyright Neil Phillips Photo and Film Ltd
“It’s always a real pleasure to distribute apple trees to organisations who really care about the community around them,” says Martin Thatcher, fourth generation of the cider making family. “We’ve been brought up with trees all around us at Myrtle Farm – so through this project we’re looking to spread apple tree love across the UK.
“With applications from the North of Scotland to the South West, from both rural and urban communities, by donating apple trees we can help communities in so many different ways – from helping green urban residential communities, providing an area of peace and solitude to care homes, and an educational resource to schools and colleges.”
With leading ciders such as Gold and Haze to its name, and over 500 acres of its own orchards in Somerset, Thatchers knows a thing or two about planting apple trees.
“There’s no better tree than an apple tree,” continues Martin. “From the tree’s beauty in spring when in full blossom, to the fascination of seeing the fruit develop throughout the summer, to the excitement of harvest, there’s always something new to see in an orchard.
“The enthusiasm we’ve seen amongst volunteers supporting their communities is inspirational, and we’re delighted to be playing our part with this community tree planting project.”
This is the third year the Somerset cider maker has run its Community Orchard Project, and brings the total number of organisations supported since launch to 175, with almost 1000 apple trees so far donated and planted across the country.
“The project shares our family’s passion for apple trees, building communities and constant support of the environment and ecosystem around us today and for the future,” Martin concludes.
Thatchers Community Orchard Project was first run in 2021. The project attracted such demand in its first year, the family run cider maker decided to more than double the number of trees it gave away in its second year, and in its third year doubling the number of organisations it has supported.
Jul 4, 2023
Cider makers welcomed more than 200 guests to their Orchard and Machinery Day, held in Newent, Gloucestershire. The event provides a unique opportunity each year for the cider industry to thank those who work so hard growing apples for them and to celebrate the importance of British grown cider apples.
The day was opened by James Crampton, National Association of Cider Makers (NACM) Chair and Corporate Affairs Director at HEINEKEN UK. He thanked Edward Keene, of Michael H Keene and Sons Ltd and the team at Moat Farm, Newent, for hosting the event and welcoming such a large group of growers.
James went on to explain that “Growing cider apples is at the heart of the cider industry and Great British ciders are a part of the heritage and traditions of our rural communities. Cider makers and apple growers have worked in partnership for decades, creating a platform that supports farming, employment, biodiversity, tourism and of course cider making “.
For the first time, the annual event included a morning conference with a range of speakers providing insight into important topics impacting cider apple growers. These included agronomy insights and briefings on academic studies benefiting the cider apple orchard. However, there was also some caution from the cider industry, due to long term decline in the cider market, impacts of Brexit and Covid as well as uncertainty around the changes to excise duty that will come into effect from 1st August this year.
James further highlighted that HM Treasury plan to carry out a further consultation into the definition of cider, adding more disruption for the industry later in the year. However, opportunities from the consultation include a hope that flavoured and sparkling ciders will finally be treated as cider, instead of the current system that sees them paying much higher wine duty. Reducing duty rates would be an important step in increasing innovation and attracting new consumers to the category, benefiting cider makers and apple growers alike. James encouraged the growers present to talk to their MP about the importance of cider making, apple growing and the need for better support from HM Treasury and of course DEFRA.
James concluded with brighter news. Recent sunshine had resulted in the first signs of the cider market stabilising, along with signs that it will be a good year for cider apples, which is excellent news for cider makers, apple growers and of course, cider drinkers.
Following the conference, guests were invited to walk around the orchards and visit a number of trade stands highlighting latest developments in orcharding and harvesting equipment and supplies.
Jun 9, 2023
Pictured: Sir Bill Wiggin MP, Member of Parliament for North Herefordshire and President of the All-Party Parliamentary Cider Group
The success of British cider in the global market was celebrated this week by over 30 MPs in Westminster. To celebrate the 10th anniversary of World Cider Day, the National Association of Cider Makers (NACM) held the event where MPs were given an opportunity to sample the wide range of ciders made by Great British cider makers.
MPs joined thousands of cider enthusiasts around the world to raise a glass in celebration of cider. As the largest global cider market, worth £2.95 billion, it is an important part of the British economy. British cider makers proudly shared a wide range of ciders in celebration of this annual event.
Representing the counties of Herefordshire, Somerset, Devon and beyond, ciders were displayed in various bar locations within the Palace of Westminster for the first week of June, recognising how World Cider Day has grown from humble beginnings, to an event that, ten years later, is celebrated in markets globally, from beaches in Australia to bars in the US, with cider makers in South Africa, Japan and across Europe holding special events to celebrate this important date in their calendar.
MPs were invited to sample traditional ciders that have been at the heart of the industry for decades, alongside newer innovations including a selection of low alcohol ciders that are gaining significance in the British marketplace. A range of bag-in-box ciders were on display, showing the importance of the still cider category to the hospitality sector and the range of locally sourced ciders reflected the importance of cider apple orchards across Great Britain.
Mark Hopper, Public Affairs Director of the National Association of Cider Makers commented: “The traditions of cider making go back centuries in Great Britain, with roots firmly in rural communities, it is of great importance for farming and employment in these areas. It is crucial to bring our MPs together to reflect on the significance of British cider and its place in the global market and the British economy. We are absolutely thrilled that so many of our MPs recognise this and showed up to support the industry.”
Sir Bill Wiggin MP, Member of Parliament for North Herefordshire, added: “Our cider is truly something to be proud of and I am delighted to celebrate the tenth anniversary of World Cider Day with a glass of cider. It’s an event that myself and my colleagues within the Houses of Parliament relish attending, offering a chance to sample the fabulous and wide-ranging ciders made by Great British cider makers.”
May 26, 2023
Thatchers Cider unveils a new TV commercial this week (Thursday 25th May 2023), which sees the Somerset cider maker collaborate with Bristol based, multi-Academy Award®-winning studio Aardman.
Airing for the first time on TV at 9.15pm on 25th May, the commercial uses Aardman’s stop motion animation technique to bring the viewer through the gates of Thatchers’ own Myrtle Farm home. We see how the family cider maker’s dedication along every step of the way achieves Pint-Sized Perfection.
Aardman uses its world-class skills in perfectly crafted hand-made miniature worlds to bring Thatchers’ expertise to the screen. Iconic elements of Myrtle Farm such as its orchards, help tell the story of carefully crafting the perfect drop of cider. Some familiar faces make an appearance throughout the commercial, including fourth generation cider maker Martin Thatcher making a big entrance for the weekly 12.30 tasting. Viewers will also recognise the iconic Thatchers’ hot air balloon, a familiar sight over the skies of Bristol.
West Country favourite, Thatchers, with its popular ciders including Thatchers Gold, Haze and Blood Orange, is still making cider at the same family farm where founder William Thatcher first grew and pressed apples almost 120 years ago. The Pint-Sized Perfection commercial tells the story of the Thatchers commitment to crafting the tastiest ciders, which are now sold right across the UK.
With its relentless pursuit of perfection, the commercial follows the cider making journey from the orchards to glass, through Aardman’s unique and characterful story telling technique.
Martin Thatcher, who has had cameo appearances in all of Thatchers recent TV ads, says, “Partnering with Aardman, a truly iconic brand with such amazing creative genius, and situated in the West Country as we are, allows us to introduce consumers to a new, light-hearted storytelling creative about our ciders. It’s been a real privilege to see how Aardman shares the same total commitment to painstaking perfection every step of the way, as we do at Thatchers.”
The commercial, conceptualised by creative communications agency, Bray Leino, has been directed by Will Studd from Aardman and produced by Danny Gallagher.
Will Studd adds, “I am thrilled to be directing a new advert for Thatchers, a cider brand that shares our passion for craft and attention to detail. As a paid-up cider enthusiast, I am drinking in the opportunity to bring the Thatchers family, farm, dog, and selected staff members to life with detailed puppets and sets.
“Being able to collaborate with such a well-established South West brand on this project is an honour, I’m eager to create a beautiful film that captures the essence of Thatchers and their focus on perfection.”
Lydia Gough, Sales & Marketing Manager at Aardman also says, “We are delighted to be working alongside South West based creative agency Bray Leino to create an ad for such an iconic brand as Thatchers.
“Thatchers and Aardman is a pairing made in heaven, two loved brands with a passion for their craft, both proudly independent and sharing roots in the South West. We are very excited for everyone to see the new commercial.”
Viewers may recognise the familiar voice of the narrator – Richard Ede – who has also featured in previous commercials from Thatchers.
With total dedication to their craft, a team of 40 creatives at Aardman were involved in the film, with animators alone needing over 480 hours to shoot the 40 second commercial.
Martin Thatcher continues, “This is a film that allows people to step into the world of Thatchers. Our passion for creating the most perfect cider is reflected in the genius of Aardman, whose animators have recreated life at Myrtle Farm in the most minute and exacting detail, from our iconic barn doors, to our hot air balloon where the basket was handwoven out of real straw. Fabric from our own workwear has even been used to create some of the costumes.”
The commercial will have a multi-media launch, the campaign continuing through to August. This will include linear TV, broadcast video on demand, cinema and YouTube.
The commercial can be viewed here:
https://youtu.be/U84COCvaQuQ
ThatchersxAardman ‘Pint-Sized Perfection’ Commercial
From left to right, Danny Gallagher, Aardman; Eleanor Thatcher; Martin Thatcher; Will Studd, Aardman; with Myrtle The Dog.
Martin Thatcher,. Eleanor Thatcher, and Myrtle the Dog, with the puppets of themselves created by Aardman for the new Thatchers ‘Pint-Sized Perfection’ commercial
Copyright Neil Phillips Photo and Film Ltd
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Mar 16, 2023
The Chancellor announced plans to change excise duty rates from August this year in his Budget Statement. Changes include:
- Alcohol excise duty will increase by RPI from 1st August – this will be a 10.1% increase.
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- Alcohol Duty Reforms (ADR) proposals will go ahead and these new rates have been applied to the ADR structure – see links for all duty rates.
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- Draught discount has been increased to give greater support to hospitality;
– Draught beer and cider moves from 5% to 9.2% discount.
– Draught wine and other fermented beverages (including flavoured ciders) moves from 20% to 23% discount.
Full details of the announcement can be found here:
Spring Budget 2023 – GOV.UK (www.gov.uk)
Print_Budget_2023.pdf (publishing.service.gov.uk)
Details of all alcohol duty rates from 1st August 2023 can be found here:
Annex A: rates and allowances – GOV.UK (www.gov.uk)
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