Thatchers: What cider’s supposed to taste like

Thatchers: From brand purpose to powerful external consumer proposition

Thatchers had a clear sense of who they were, expert cider makers, committed to making cider a valuable and enjoyable part of life. The challenge was translating that internal conviction into a consumer proposition powerful enough to cut through a crowded category.

We distilled their positioning, the superior cider from expert cider makers, into a single, confident brand idea: What Cider's Supposed to Taste Like. A line that does double duty, asserting quality while quietly challenging every other cider on the shelf.

The idea was built to work everywhere, rolling out consistently across OOH, digital, social, packaging, branded vehicles, merchandise and film, a fully coherent brand world rooted in Thatchers' Somerset heritage and uncompromising craft.