Thatchers launches a brand new cider and it's in Morrisons

Thatchers has unveiled 'Juicy Apple', a new cider crafted with a 100% renewable electricity commitment. Initially introduced in bars and pubs around Bristol and Somerset, the beverage is now hitting the shelves of Morrisons supermarkets in bottled form and multi-pack cans.

This fresh offering represents the first product launch by Eleanor Thatcher, a new generation member of the Thatchers family who took her place on the board earlier this year. Her mission: to steer cider production in North Somerset towards greater sustainability and eco-friendliness.

Eleanor said that the 'Juicy Apple' cider is aimed squarely at the younger demographic, heralding it as the 'drink for the next generation'. Remarkably produced using energy from 3,500 solar panels at Myrtle Farm, Thatchers' base in Sandford near Bristol, the cider's larger rollout is planned for other supermarkets in the near future after its debut in Morrisons.

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"In every way, this is a drink for the next generation," Eleanor declared. "Juicy Apple's mouthwatering taste is powered by sunshine, made using the juiciest, sun-drenched apples and 100% renewable electricity. That means it is as good for the environment as it tastes."

"There was a gap in the market for a cider that's made specifically for the next generation. As part of that generation, I know they're thirsty for a product that meets their expectations for exceptional quality and eco-consciousness.", reports Bristol Live.

"Juicy Apple is perfect for those who are yet to discover the taste of apple cider, and cider lovers alike. It has excited everyone who has tried it, and that's exciting for us," she added.

The new product launch is being targeted at 20-somethings using digital advertising and social media influencers, rather than the usual ads on TV, with its eco-credentials part of the marketing. "It's a great time for retailers to capitalise on the marketing and PR investment behind the Juicy Apple launch," Eleanor Thatcher said.

"The campaign will drive footfall and bring in new drinkers to the category. With such good reach it will be front and centre in the minds of shoppers across the country, so having it front and centre in stores too will help drive sales and boost value for retailers," she added.