Thatchers drives awareness of Katy cider with new campaign
Somerset cidermaker Thatchers has unveiled a marketing campaign designed to drive sales of its Katy single variety cider this spring.
Thatchers is at the forefront of the traditional premium cider category, which is growing at 16% in value year-on-year (IRI, year to January 2018).
Katy enjoys national distribution with the likes of Tesco, Waitrose, Morrisons, Sainsbury’s, Asda and Booker, and it will be the focus of an extensive outdoor campaign, including six-sheet and digital screen panels to further boost sales.
This will be bolstered by accompanied by couponing and in-store sampling, as well as consumer advertising in retailer publications.
James Kennedy, head of off-trade for the fourth-generation cidermaker, said: “We’re seeing a major move towards premiumisation in the cider category. Consumers are prepared to spend more to enjoy a high quality, premium cider like Thatchers Katy.
“The values of heritage and provenance are important to consumers and there’s no better heritage than four generations of cidermaking here at Myrtle Farm, and over 500 acres of our own Somerset orchard.
“The Katy apple is grown in our orchards here at Myrtle Farm and is a very special apple to us, characterised by its beautiful bright red skin. A dessert apple, it provides the perfect balance of acidity and sweetness for a single variety cider, and is the perfect apple for an expertly crafted, traditional premium cider, a key message of this campaign.
“Apple ciders dominate the traditional premium sector, which is showing strong sales growth.
“This campaign will achieve an estimated 55 million views, bringing Thatchers Katy to the front of mind with consumers over the Easter period.”
Katy is a 7.4% abv softly sparkling cider, which has an rrp of £2 for a 50cl bottle. The cidermaker’s core brand, Thatchers Gold, is enjoying TV advertising throughout spring and summer, while a new experiential and sampling campaign will be launched in April.