Thatchers Cider‘s Blood Orange variety has been the most successful new cider launch in the off-trade this year, according to IRI Worldwide.

Since its launch at the end of February in 500ml bottle and 440ml cans, Thatchers Blood Orange has added £7.5m in value to the cider category, the supplier said citing the market research firm’s figures for total perry and cider sales.

“This has been our biggest launch yet, and it’s clear Thatchers Blood Orange is quenching the thirst of cider lovers this summer,” said Martin Thatcher, managing director at Thatchers.

Thatchers Cider launches campaign for new Blood Orange variety

“Together with support for our retailers, the campaign has been driving awareness amongst new drinkers as well as flavour connoisseurs, tapping into the biggest flavour trend for this year, and helping reinvigorate the category.”

In support of the variety, Thatchers has been running a new multimedia campaign across TV, cinema, social media and out of home which concludes this month.

Thatchers Blood Orange is also attending more than 25 major summer festivals, including Camp Bestival and Barcode Festival.

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