Thatchers invests in £6.5m campaign to continue growth
Thatchers is investing in a £6.5 million marketing campaign that sees it on TV screens until September and sponsoring the Glastonbury music festival in June.
The family-owned business said it grew volume sales by 27% over the past year and is investing to drive growth and maintain a buzz around apple cider.
The TV ads will play during the World Cup, Formula 1 Grand Prix races and high-profile shows like Coronation Street.
On-pack promotions will offer shoppers the chance to win Glastonbury tickets.
Managing director Martin Thatcher said: “Traditional cider with heritage and character is driving the market and we are very much a part of that. Thatcher’s Gold in the off-trade is growing 41% this year.
“We have grown our business in volume terms by 27% over the past year – ahead of the market and all of our competitors.
“We have done this through investment in marketing and infrastructure, such as a 4,000 sq metre Jubilee Building, a canning line, a bottling line and doubled fermentation capacity.
“We have invested a lot into the apples and orchards. There’s a real buzz around apple cider now.”
Thatchers has also teamed up with leading chefs Tim Maddams and Bini Ludlow to create a recipe book of food to pair with cider.
Maddams formerly ran the kitchen at River Cottage Spring, while Ludlow makes dishes like curries, Indian street food and spicy chicken wings, and Thatchers believes there is a very strong opportunity for pairing cider with Indian food that has not yet been explored by rival producers.