Cider maker Thatchers has announced that Juicy Apple, its new cider, will be stocked in Morrisons and other major retailers, following an on-trade release in April 2024. 

 

Juicy Apple is made using 100 per cent renewable energy, and targets the “next generation” of cider drinkers, for whom the brand believes sustainability is a priority. 

 

Eleanor Thatcher, fifth-generation cider maker, explained: “In every way, this is a drink for the next generation. Juicy Apple’s mouthwatering taste is powered by sunshine, made using the juiciest, sun-drenched apples and 100 per cent 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.

 

“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.”

 

As well as being made with 100 per cent renewable energy, including energy from the solar panels on Thatchers’ Somerset far, the carbon dioxide produced by the fermentation process was captured and used to carbonate the cider.

 

To support the release, Thatchers will run a largescale campaign for both out of home and online, targeting “20-somethings”.

 

Juicy Apple (4% ABV) is available now at Morrisons and at select UK pubs and bars.