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Light to shine on Thatchers best kept secret

Thatchers Cider, a fourth generation cider maker based at Myrtle Farm, in Sandford, Somerset, has given its Old Rascal cider a refresh with a new label design and an extended range of serve formats.

Commencing March 2015, Old Rascal will for the first time be introduced in a 4x400ml can pack and single cans, as well as on draught for the on-trade, to complement the 500ml glass bottle. 

The label refresh increases the prominence of the Fox, emphasising the premium positioning of the brand, while giving it more shelf, fridge and bar standout.  Old Rascal is aimed at the 25 – 55 age group.

With a full bodied character and a distinctive medium dry flavour, Old Rascal is crafted at Myrtle Farm from Thatchers cider-makers’ choice of 100% bittersweet apples, including Redstreak, a favourite to add peppery and spicy notes; Dabinett for a rich, full body, and Tremlett’s for its flavour and tannins.

Martin Thatcher says: “Old Rascal has been part of our portfolio for many years, and in many respects has been a hidden secret for too long. This cider has a loyal following – it’s a full bodied, premium cider that sees the character of the bittersweet apples shine through with a flavour to savour, yet at 4.5% it’s a cider that’s suited to social occasions.”

Thatchers is producing a range of branded point of sale and merchandise, as well as sampling opportunities throughout 2015 for Old Rascal. Two new recipes have been produced to pair with Old Rascal: King Prawn Aubergine and Potato Curry by Bini Ludlow, and for those with a sweet tooth, Tim Maddams has created some naughty but nice Apple Doughnuts, served with a salt caramel sauce.

19 January 2015 - Felicity Murray The Drinks Report, editor