Thatchers targets younger drinkers with new releases

30 January, 2015

Thatchers has launched two ciders targeted at younger drinkers.

Thatchers Red is a red apple cider made from Katy apples, for red colour and soft fruitiness, and Jonagold Red apples for mellow sweetness. 

It is targeted at 18 to 24-year-olds who have come into cider through fruit and flavoured drinks.

Red has an abv of 4% and comes in 50cl and 33cl glass bottles as well as kegs, with cans in the pipeline for the future.

Thatchers Somerset Haze is a cloudy cider made with Discovery, Falstaff, Gala and Jonagold apples and targeted at 18 to 34-year-old drinkers. It comes in 50cl bottles, 44cl cans and on draught.

Managing director Martin Thatcher said: “Somerset Haze gives those drinkers who are looking for an easy-drinking, cloudy cider the opportunity to experience the premium taste of Thatchers. Haze has the heritage of four generations of cidermaking behind it and we believe it will fill the gap in the market for an authentic, sweeter, lower abv premium cloudy cider. 

“Refreshing and sweet, Thatchers Red will appeal to those consumers who favour fruit and flavoured ciders, and who now want to begin their exploration of apple cider.

“As the only red apple cider in the category, with Thatchers Red we are continuing to innovate and celebrate what heritage cider should be about – apples. Once again our cidermakers have come up with an entirely new take on a classic cider.”

The Somerset producer has created a series of recipes for food to pair with the new ciders, including Bini Ludlow’s Chicken Tikka Kebab to pair with Red and Tim Maddams’ Pulled Chicken Burger with Hazy Ketchup to pair with Somerset Haze. 

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