Thatchers Vintage becomes fastest growing premium cider in wholesale
Thatchers Vintage 8.3% has become the fastest growing premium cider brand in the wholesale channel (Circana).
Since it was given a new look and higher abv in 2023 to reflect its premium position and appeal to vintage cider connoisseurs, Thatchers Vintage has been making its mark in symbols and independents with increased demand through the wholesale channel.
Using the pick of the crop from the 2022 harvest, Thatchers Vintage is pressed, blended, matured and bottled in Somerset by the fourth-generation cider maker. With an rsp of £2.99 for a 500ml bottle, the premium price point offers retailers the chance to drive value sales.
Thatchers Vintage is also available in a new six-bottle pack.
Martyn Birks, head of off-trade wholesale at Thatchers Cider, says: “Thatchers Vintage Cider has gained a loyal following since it was first made in 2006. By the outstanding growth we’ve seen in the wholesale channel recently, it’s clear that Thatchers Vintage is being welcomed not just by existing shoppers, but by a wider audience who seek out premium abv products.”
Thatchers Cider has been seeing growth across the board in the wholesale channel throughout 2023. Not only is it the fastest growing cider maker, it is also the fastest growing fruit cider maker (Circana).
Thatchers, which has gained strong shopper loyalty with its brands including Thatchers Gold and Thatchers Blood Orange, has added more value (£6.5 million) to the symbols and independent channel in 2023 than any other cider maker (Circana).
Birks comments: “The future of the independent category lies firmly in great quality, premium cider that offers value to the shopper and reflects provenance and heritage of the cider maker.
“Our growth in the wholesale sector reflects the increased demand by convenience retailers for our range of apple and fruit ciders, including our latest launch, Apple and Blackcurrant.”
As well as four-can and 10-can packs, Thatchers has produced price-marked packs for its Thatchers Gold and Apple and Blackcurrant ciders.
Premium cider is the best performing sub category within the off-trade, with latest 52-week performance showing 18.6% growth by value and 10.2% growth by volume (Circana).
Published Date: February 1, 2024
