Thatchers has launched a marketing campaign called “cloudy with a 100% chance of apples” for its cloudy cider, Thatchers Somerset Haze.

The campaign will include retailer six sheets from August 10, supermarket couponing, sampling in-store and at events and a social media campaign that will include competitions and giveaways.

Martin Thatcher, fourth generation cidermaker at Thatchers, said: “There’s a huge appetite among consumers for authentic, premium apple ciders. People want to know that what they are drinking not only tastes good, but has real provenance behind it.

“The cider market has seen unprecedented levels of innovation, with different fruits, packaging and sweet flavours being developed to turn the heads of the new, younger drinker. This has resulted in a certain flavour fatigue within the fruit and flavoured cider category.

“At Thatchers we are all about the apple and our cloud is perfectly natural. Somerset Haze is for cider drinkers looking for an approachable, easy flavour and the authenticity of well-crafted apple cider.”

Thatchers Somerset Haze, which was launched in January, is available in 50cl bottles and 44cl cans.

Heineken launched a cloudy cider called Strongbow Cloudy Apple, which has an identical abv of 4.5%, last week.