Thatchers launches Old Rascal cans
Thatchers has introduced its Old Rascal cider in 44cl cans for the first time in a bid to capitalise on the UK’s growing love of cans.
Canned cider has increased its share of the off-trade cider category by 7% (Nielsen, year to January 2015) as consumers move away from bottles.
A four-pack of 44cl bottles will retail at £4.99 and sit alongside the existing 50cl bottles on shelves.
Martin Thatcher, fourth generation cidermaker at Thatchers, said: “Old Rascal has been part of our portfolio for many years, and in many respects has been a hidden secret for too long.
“This cider has a loyal following – it’s a full bodied, premium cider that sees the character of the bittersweet apples shine through with a flavour to savour, yet at 4.5% it’s a cider that’s suited to social occasions.”