Thatchers unveils £5m expansion?

18 February, 2011

Thatchers is ploughing £5 million into its marketing and production facilities this year in a bid to grow its volume sales by 25% and strengthen its position in the market.?The cider producer said its flagship brand Thatchers Gold benefited from its TV campaign in 2010 with significantly increased brand awareness and new national listings in Sainsbury’s and Asda.

The TV campaign is set to continue this year in ITV’s West, West Country, Central and Meridian regions from April and will be supported by outdoor media.?“Following the campaign in 2010, research showed Thatchers Gold has a higher prompted awareness than our closest competitors in the campaign region, with more than 60% of adults having heard of Thatchers Gold in our heartland,” said managing director Martin Thatcher.

“Three times more people were aware of Thatchers Gold than Aspall’s and Westons. This provides us with an extremely positive platform on which to build during 2011. The campaign helped us drive sales during 2010, and will do so again in this coming year.”?A consumer campaign for Katy Rosé will start in May and aims to tap into the female market.?Thatchers is installing new bottling and kegging facilities at Myrtle Farm in north Somerset.?Spokeswoman Penny Adair said: “In the bottling hall, the phased introduction of the most up-to-date bottling equipment from leading manufacturer Krones will see 20,000 bottles filled every hour. This doubles Thatchers’ capacity to fill, label and package its bottled ciders over the next two years.?“The fully automated equipment rinses, fills and caps the bottles, offering the highest product quality, hygiene

and accuracy. Cameras are installed at every stage of the process to ensure consistency and quality control,” Adair added.

“To complete the packaging line, the company is also investing in new state-of-the art labelling. Phase one will be completed during spring of this year.”

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