Thatchers Gold is one of three ciders being given a new visual look by the Somerset cider maker this autumn.
New label 2020
The fourth-generation cider maker has introduced new pack designs for its flagship Gold, its number one cloudy cider Haze, and its ever-popular single variety Katy.
All three packs have been updated to appeal to new shoppers, whilst ensuring each brand remains instantly identifiable for existing customers, gaining all important shelf stand out. Its can packs retain the PEFC certified card outers that replaced plastic rings in 2016.
Shoppers will recognise the characterful Thatchers Gold label with its apples, orchards and warm golden Somerset landscape. This has been enhanced by strengthening the iconic Gold branding with a contemporary and confident feel. The Thatchers Gold cans have been given a matt finish, with new premium printing effects for vibrancy and standout.
Thatchers Gold has delivered the largest cider volume of any brand in the last 12 months, growing by +39.9%.
As Thatchers Katy continues to display fantastic growth (70.9% yoy), the cider maker’s no 1 performing bottle cider has been given a new label to bring it close into the family fold. Focussing on and highlighting the single apple variety, with a fresh, premium design, the simple, contemporary and warm label gives clear shelf standout for Katy.
Katy has been produced by Thatchers at Myrtle Farm for over two decades. It has been a consistently popular and loved cider with a loyal following, its individual personality appealing to those who value the premium characteristics of this single variety cider.
The third update is for Thatchers Haze, which leads the thriving cloudy cider category with a 60% share. The branding on pack has also been strengthened, with the can also changing to a matt finish, working alongside the new Gold design.
Martin Thatcher, fourth generation cider maker, explains, “With our ciders having reached new audiences during lockdown, we’re looking for our range to increasingly appeal to today’s shoppers, whether they have been long-standing, loyal customers, or those discovering our brands for the first time.
“All three ciders, each with their own personality, sit together within our family range and reflect the total dedication to quality and great taste that everyone at Thatchers is passionate about, from the light and delicate Katy, cloudy and sweet Haze, and the smooth, refreshing Gold.”
New labels 2020
All three ciders will feature in Thatchers new TV campaign, “Family”, during October.
The Thatchers portfolio has five of the top 15 performing cider brands in the last 12 months. The refreshed portfolio is also supported by recent product launches Thatchers Rosé and new to 2020 Thatchers Cloudy Lemon and Thatchers Zero.
Source: IRI 52 w/e to 15 Aug 2020, IRi Kantar Worldpanel September 2020
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