Thatchers’ new TV commercial, Family, launches next week

Thatchers’ new TV commercial, Family, launches next week

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.

www.thatcherscider.co.uk

Thatchers Zero named Best No and Low Cider

Thatchers Zero named Best No and Low Cider

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

 

THATCHERS INTRODUCES ITS ALCOHOL-FREE CIDER, ZERO

THATCHERS INTRODUCES ITS ALCOHOL-FREE CIDER, ZERO

Thatchers Cider has introduced Zero, its first alcohol-free* cider.

Thatchers Zero has all the appley aromas and crisp refreshment expected from the master cidermakers at Myrtle Farm. With a beautifully bright, golden appearance, crisp, medium dry taste, and fruity aroma, this is a cider that at 0.0%, will appeal to those looking to moderate their alcohol consumption.

Crafted using a selection of Thatchers favourite bittersweet apple varieties, the blend of traditional and modern apples creates an alcohol-free cider with body, smoothness and character.  Thatchers cidermakers have developed their own unique process to create Thatchers Zero.

“We’ve taken a lot of time and care in the production of Zero,” says Martin Thatcher, managing director and fourth generation cidermaker. “Created to be full of taste from the start, this is a no-alcohol cider that meets the growing consumer expectation for moderation, but just as importantly offers great character and is something special and enjoyable to drink. It offers the premium experience people are looking for when choosing an alcohol-free alternative.”

Yvonne Flannery, Head of Brands at Thatchers adds, “Gone are the days when drinkers will compromise on quality. As an increasing number of people are looking to moderate their alcohol intake as part of a mindful lifestyle, consumers can now opt for Thatchers Zero and not feel they’re missing out on a really enjoyable glass of cider.”

Like all other ciders in its range, Thatchers Zero is gluten free and is suitable for vegetarians and vegans.

Thatchers is committed to sustainability. The Somerset cidermaker is greatly reducing the plastic in its packaging, it is minimising waste throughout the business, and is creating its own energy at Myrtle Farm.

Thatchers Zero has an RRP for 500ml of £1.80.

It is currently available in Thatchers Cider Shop in Sandford, in the Railway Inn, Sandford, and online at www.thatcherscider.co.uk

*Thatchers Zero is no more than 0.05% abv.

 

Healthy orchards vital for the growth of the cider industry

Healthy orchards vital for the growth of the cider industry

Orchard managers, apple growers and cidermakers from all over the country gathered on 1st August for the annual National Association of Cider Makers (NACM) Orchard and Machinery Day.  This year, emphasis was on the importance of orchard management in producing the consistently high quality of fruit it needs in its cidermaking.

Hosted by Thatchers  at their Shiplate orchard around 250 people from across the industry came along for the event. Gordon Johncox, NACM Chair, opened the orchard walk with an update about the cider market and NACM priorities to support a return to cider category growth. During the walk guests heard from industry experts in varying aspects of orchard management, and the importance of healthy orchards and apple production.

Advice on topics such as soil analysis and nutrition, hedgerow planting and the importance of fruit quality were shared by the Thatchers team, alongside experts including agronomist Matt Greep and cider apple expert John Worle.

Also attending the day were a number of PhD students currently taking part in the NIAB-EMR programme, supported by the NACM.  Dr Louisa Robinsorn-Boyer from NIAB EMR gave an update on the importance of the joint industry PhD programme and the essential research that the students will carry out on cider apples over the course of three years.

The importance of long term research was again demonstrated by seeing the rows of newer apple varieties such as Angela, Lizzie and Prince William.  These have been developed through research and innovation for many years, by the NACM and its members, extending the apple season and adding more flavour variety into the UK grown cider apple crop.

“Bringing the apple growing and cidermaking communities together in an event such as the Orchard and Machinery Day helps everyone understand the issues we as an industry are all facing – from politics, the changing market to climate change –  so we can continue to make excellent products that people want to buy,” concluded Richard Johnson, quality manager at Thatchers Cider.

Richard Johnson, Chris Muntz-Torres (Thatchers), Liz Copas, Gordon Johncox (NACM Chair/CEO Aston Manor)

Thatchers introduces lighter weight cans

Thatchers introduces lighter weight cans

Thatchers Cider has introduced new, lighter weight cans for its cider, meaning the Somerset cidermaker is saving the equivalent of 5.9 million empty cans a year.

The latest in a string of sustainability initiatives being implemented by Thatchers, this change will see around 70 tons of aluminium saved each year, thanks to switching to Ardagh Group’s lighter weight beverage cans. Thatchers Cider expects to save approximately 381 tons CO2 in 2019 by using only the lighter weight can.

Thatchers was the first cidermaker to ditch plastic ring carriers on its four-pack of cans, introducing instead recyclable board outers.

Martin Thatcher, fourth generation cidermaker says, “We’re looking at many different ways of reducing our impact on the environment. As well as running a business, we are all, as individuals, passionate about cutting waste and doing our bit to bring about change. Lightweighting our cans means less energy used across the packaging process.

 

“We’re producing around 100 million cans a year at Myrtle Farm, so this initiative will make a big impact.

 

“Investing in sustainability is one of our key priorities. However, it’s equally important to retain quality, ensuring that the durability of the new lighter cans is not affected. So the Ardagh Group worked hard to get the weight exactly right.” continues Martin.

Thatchers produces its family favourites range of ciders in cans – namely Thatchers Gold, Haze and Rosé. Throughout the cider market cans continue to be hugely important, driving market growth with a 52.5% share (Total Cider & Perry volume IRi 52w/e 2nd March 2019). Thatchers flagship cider, Thatchers Gold, is the number 2 canned apple cider in the UK, and is enjoying continued growth in shopper numbers.

Martin continues, “We’re working towards eliminating all plastic from our consumer packaging for cans and bottles. Removing plastic ring carriers is the first of what we hope will be a number of industry-leading initiatives in this area. We’re continuing to invest in sustainability throughout all stages of the cidermaking process, from development of our new energy efficient warehouse and mill at Myrtle Farm, through to ambitious plans to reduce to zero, waste sent to landfill from the cidermaking process.”

www.thatcherscider.co.uk