Cam Pearce, National Sales and Marketing Director for Coopers (which distributes the brand through Premium Beverages) said the 330ml bottles would be fully integrated into Australia by October.
“While the UK prefers the 500ml bottle, it is not a size that the Australian market is used to,” he explains.
“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 also stated that pricing of the new bottle would be adjusted accordingly.
“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.”
On the positioning, Pearce further expects the cider market in Australia to continue its growth over the next 12 months.
“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.”
As part of Coopers already established sponsorship arrangements, Thatchers Gold will be present at a number of forthcoming partnering initiatives including Good Food Month events across Australia and V8 Supercars races.
On premise engagements and activities are also expected to rollout across the coming months with details to follow.
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