Thatchers has launched Juicy Apple into the off-trade, a new sustainable cider that’s been available in pubs since April.
The 4% ABV cider is in Morrisons now and will be more widely available across all channels in the months ahead. It comes in a single 500ml bottle (RSP £2.50), 4 x 400ml can packs (RSP £5.75) and 10 x 440ml can packs (RSP £11).
Juicy Apple is made using 100% renewable electricity, which Thatchers clearly hopes will go down well with the Greta Thunberg brigade. Consequently, the launch is supported by a PR and digital advertising campaign aimed at “fun-loving, eco-conscious, new cider drinkers”. The out of home, social media, mobile display and influencer messaging will be seen at least 29 million times combined, reaching more than half of all 20-somethings in the UK.
The cider’s green credentials are further boosted by its bubbles, which come from CO2 recycled from the fermentation process.
Eleanor Thatcher, the fifth generation of the family-owned cider maker, explained the thinking behind its latest brew: “There was a gap in the market for a cider that’s made specifically for the next generation.
“I know they’re thirsty for a product that meets their expectations for exceptional quality and eco-consciousness.”
It remains to be seen whether the kids hanging about the park agree.
