Brand refresh for Thatchers Gold cider

A brand refresh for its flagship brand Thatchers Gold is the latest element of a heavyweight marketing campaign being implemented this summer by the Somerset cider maker.  

Evolving the iconic Somerset scene that has been featured on the Gold label over recent years, Cook Chick Design in Brighton, has strengthen the images and made the tasting note more prominent. The new design is now being rolled out across Thatchers Gold 500ml bottles, 440ml cans and the draught badge.

Thatchers Gold is a medium dry Somerset cider with wide appeal. The aim of the refreshed imagery is to convey the craft, cider and expertise of Thatchers heritage.

Fourth generation cidermaker Martin Thatcher says: “Thatchers Gold has a loyal following, it has therefore been essential for its identity to remain instantly recognisable. So we have made some subtle changes, which will help the brand stand out on the shelf, and encourage new customers to trial.

“There’s a genuine story to be told, and as our hero brand, we believe this new look label is a fitting match.”

The refresh is part of a multi-million pound marketing programme this year for Thatchers Gold, which has included the launch of a new TV commercial ‘Time Stops’, a new outdoor campaign ‘What Cider’s Supposed To Taste Like’, new point of sale, and the rebranding of the Thatchers delivery fleet.

Thatchers Gold is the UK’s no 2 draught cider, the brand is growing at +18% in the on-trade (CGA Brand Index 18/4/15). In the off-trade Thatchers Gold is growing at +32% value (IRI May 2015).

Martin Thatcher concludes: “The apple is still dominant and apple cider accounts for 65% of all cider served. It is still clearly the largest drinking choice of all cider drinkers. Our expertise at Thatchers firmly lies in crafting premium apple ciders.”

24 August 2015 - Felicity Murray The Drinks Report, editor