By Andy Young
Thatchers Gold Cider is responding to the demands of the Australian market by launching a new 330ml bottle size later this year.
The move has been designed to strengthen the brand’s share of the Australian cider market. Cam Pearce, the national sales and marketing director for Coopers, which distributes Thatchers Gold through its distribution company Premium Beverages, said the 330ml bottles would be in the market by October.
Pearce explained the thinking behind the new bottle size: "While the UK prefers the 500ml bottle, it is not a size that the Australian market is used to,” he said.
“After feedback from consumers and retailers, Thatchers has made the decision to introduce 330ml bottles into the Australian market.
“The bottles will be available in six pack formats and we expect this will have a significant positive impact on sales.”
Pearce added that the pricing of the new bottle would be adjusted accordingly.
Martin Thatcher, the managing director of Thatchers told TheShout: "We're coming into the summer now and we're really excited about that. Everyone's been working really hard over the winter to get everything teed up and ready for the summer. So we're looking forward to getting more listings and our new 330ml bottle making a real impact.
"Coopers are a fantastic partner, they've been really helpful, supportive and they make good beer as well. And that has been great for us. The sales team have really got behind it, so it's going well and we're really happy with that."
Pearce added: “Thatchers’ decision underlines its enthusiasm for the Australian cider market, which is continuing to grow and mature reflecting a world-wide trend which started in the UK more than a decade ago.
“While the market for cider is increasing, especially among younger drinkers looking for alternatives to RTDs, it is also maturing as people look more for authentic ciders made from crushed cider apples rather than concentrates, which are often sourced overseas.
“Thatchers Gold is a prime example of a quality cider. It is the UK’s second largest selling cider and is becoming increasingly popular in Australia, both in draught and bottle format.”