Why Thatchers Cider is so focused on the natural environment
Following Thatcher’s recent plans to grow more orchards, Martin Thatcher described what makes his cider so popular and why he's eco-aware. The post Why Thatchers Cider is so focused on the natural environment appeared first on The Drinks Business.
Following Thatcher’s recent plans to grow more orchards, Martin Thatcher described what makes his cider so popular and why he's eco-aware.
Speaking to the drinks business, Thatcher said: While high volume, budget brands are struggling, quality, authentic brands like Thatchers are in growth.”
According to Thatcher: “What we’re seeing is customers prioritising premiumisation over saving a pound. They want a quality experience from a brand they can trust, even if that means spending a little bit more and having a bit less.”
He explained: “The drinks brands that stand out above the rest are those that are specialists in their field, where making great cider is their one and only priority. At Thatchers, cider making isn’t just part of what we do—it’s everything we do.”
Thatchers recently planted 13,000 apple trees in Somerset in an effort to keep up with demand.
Looking to the future production plans for the cider house, Thatcher told db: “The new orchards are thanks to continued high demand for Thatchers Cider, and we will need to increase acreage again in the near future.”
But how does the business get the balance right? Thatcher pointed out that “as an independent producer with five generations and 120 years of expertise, we can focus on creating delicious ciders that people adore. And they keep coming back for more; Thatchers Gold remains the bestselling four and 10 can packs, and Juicy Apple is outperforming all other cider innovations launched in the last 12 months".
As consumers look more eco-conscious drinks, in Juicy Apple, Thatchers made a cider that answered the trend in a bid "to grow the category”.
He admitted: “What’s wonderful is that when people choose Thatchers, they choose British Cider and are supporting British farmers; that in turn enables us to plant new orchards, grow new trees and create new habitats for wildlife.”
This, he revealed, was a topic he was passionate about - the environment. After all, he stated: “Thatchers Cider is also home to the largest living library of apple trees. This enables us to trial different apple varieties that can produce new flavours, adapt to the changing climate and offer disease resistance. We currently have 100 different varieties in trial, and this research, which we believe is unique, could shape the future of cider making.”
But what is Thatchers’ ultimate goal when it comes to sustainability?
Considering this, Thatcher mused:“Customers are increasingly concerned about the environmental impact of their choices and are looking for brands that share their values. As a British family cider maker, now entering our fifth generation, we’ve understood the importance of working in partnership with nature for over 120 years – and as the cider maker adding more growth than any other producer, we’re proof that environmental sustainability can offer economical sustainability too.”
He highlighted that “as consumer demand for products that are as good for the environment as they taste in the glass increases, we’ve taken steps to ensure our cider is not only delicious, but also crafted with the future of our planet in mind. From capturing all the carbon produced in the fermentation process and reusing it as bubbles in our cider, to using the pomace left over after pressing for green energy or as feed for local cattle. All our ciders are made using 100% green electricity, including power from the 3,500 solar panels on the roof of our mill.”
Thatcher reminded: “The orchards are not only wonderful wildlife havens, they also act as a carbon sink, locking up thousands of tonnes of CO2 every year; and as the orchards aren’t ploughed, that carbon stays locked in.”
Plus, he added: “We know that customers care deeply about the environment, but they also want to feel empowered and optimistic about the impact of their choices. When stockists choose a supplier like Thatchers, they can reassure customers they’re enjoying a sustainable product without compromising on quality”.
Why? He insisted: “At Thatchers, we believe sustainability should be at the heart of every great pint. By choosing Thatchers, you’re not only reducing your environmental footprint, but also tapping into a growing demand for eco-friendly products. Together, we can raise a glass to a greener, more sustainable future — one pint of cider at a time.”
Last year, St Austell Brewery signed a new 10-year deal with Thatchers in a move that would see the Cornish brewer’s pubs stocking all of Thatchers’ brands. Thatchers has fared well of late, even in 2023, the English cider house reported a significant rise in turnover and profit in its end of year results with reports of a £30 million leap that year.
Speaking to the drinks business, Thatcher said: While high volume, budget brands are struggling, quality, authentic brands like Thatchers are in growth.”
According to Thatcher: “What we’re seeing is customers prioritising premiumisation over saving a pound. They want a quality experience from a brand they can trust, even if that means spending a little bit more and having a bit less.”
He explained: “The drinks brands that stand out above the rest are those that are specialists in their field, where making great cider is their one and only priority. At Thatchers, cider making isn’t just part of what we do—it’s everything we do.”
Thatchers recently planted 13,000 apple trees in Somerset in an effort to keep up with demand.
Looking to the future production plans for the cider house, Thatcher told db: “The new orchards are thanks to continued high demand for Thatchers Cider, and we will need to increase acreage again in the near future.”
But how does the business get the balance right? Thatcher pointed out that “as an independent producer with five generations and 120 years of expertise, we can focus on creating delicious ciders that people adore. And they keep coming back for more; Thatchers Gold remains the bestselling four and 10 can packs, and Juicy Apple is outperforming all other cider innovations launched in the last 12 months".
As consumers look more eco-conscious drinks, in Juicy Apple, Thatchers made a cider that answered the trend in a bid "to grow the category”.
He admitted: “What’s wonderful is that when people choose Thatchers, they choose British Cider and are supporting British farmers; that in turn enables us to plant new orchards, grow new trees and create new habitats for wildlife.”
This, he revealed, was a topic he was passionate about - the environment. After all, he stated: “Thatchers Cider is also home to the largest living library of apple trees. This enables us to trial different apple varieties that can produce new flavours, adapt to the changing climate and offer disease resistance. We currently have 100 different varieties in trial, and this research, which we believe is unique, could shape the future of cider making.”
But what is Thatchers’ ultimate goal when it comes to sustainability?
Considering this, Thatcher mused:“Customers are increasingly concerned about the environmental impact of their choices and are looking for brands that share their values. As a British family cider maker, now entering our fifth generation, we’ve understood the importance of working in partnership with nature for over 120 years – and as the cider maker adding more growth than any other producer, we’re proof that environmental sustainability can offer economical sustainability too.”
He highlighted that “as consumer demand for products that are as good for the environment as they taste in the glass increases, we’ve taken steps to ensure our cider is not only delicious, but also crafted with the future of our planet in mind. From capturing all the carbon produced in the fermentation process and reusing it as bubbles in our cider, to using the pomace left over after pressing for green energy or as feed for local cattle. All our ciders are made using 100% green electricity, including power from the 3,500 solar panels on the roof of our mill.”
Thatcher reminded: “The orchards are not only wonderful wildlife havens, they also act as a carbon sink, locking up thousands of tonnes of CO2 every year; and as the orchards aren’t ploughed, that carbon stays locked in.”
Plus, he added: “We know that customers care deeply about the environment, but they also want to feel empowered and optimistic about the impact of their choices. When stockists choose a supplier like Thatchers, they can reassure customers they’re enjoying a sustainable product without compromising on quality”.
Why? He insisted: “At Thatchers, we believe sustainability should be at the heart of every great pint. By choosing Thatchers, you’re not only reducing your environmental footprint, but also tapping into a growing demand for eco-friendly products. Together, we can raise a glass to a greener, more sustainable future — one pint of cider at a time.”
Last year, St Austell Brewery signed a new 10-year deal with Thatchers in a move that would see the Cornish brewer’s pubs stocking all of Thatchers’ brands. Thatchers has fared well of late, even in 2023, the English cider house reported a significant rise in turnover and profit in its end of year results with reports of a £30 million leap that year. 
