Juicy Apple, a new creation by Thatchers Cider, is launching in Morrisons this week.
After hitting pubs and bars in April, the sustainable 4% ABV cider is now being made available in retail, with roll out across other major retailers in the coming months.
Made using renewable electricity, including power generated from the 3,500 solar panels at Thatchers’ Myrtle Farm in Somerset, the new cider is set to “shake up the cider category”, bringing in new drinkers and appealing to younger audiences.
A vibrant look and feel is said to help Juicy Apple stand out on shelf, with fresh new colours designed to attract those who have yet to discover apple cider.
The company noted that Juicy Apple is a new and contemporary creation designed by the next generation of the Thatchers family.
The cider maker behind the product is Eleanor Thatcher, the fifth generation of the Thatcher family to make cider in Somerset.
She said: “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% 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.”
The launch is being supported by a large-scale PR and digital advertising campaign targeting eco-conscious and new cider drinkers. The out-of-home, social media, mobile display and influencer messaging will be seen at least 29 million times combined, reaching over half of all 20-somethings in the UK.
Eleanor concluded: “It’s a great time for retailers to capitalise on the marketing and PR investment behind the Juicy Apple launch. 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.”
Juicy Apple is available in Morrisons as a single 500ml bottle (RRP £2.50), 4 x 400ml can packs (RRP £5.75), and 10 x 440ml can packs (RRP £11).
