Many breweries have jumped on the pear cider band wagon, but Thatchers has broken away form the pack and launched Ciderberry - a red, berry-flavoured cider.
Ciderberry fruit cider is infused with natural berry juices form blackcurrants, raspberries and blueberries.
The makers say the 5.4 per cent ABV beverage is designed to be enjoyed chilled and over ice.
"Ciderberry has a slightly drier taste than other fruit ciders currently in the market with a unique blend of berries. We believe it is this blend that will appeal to a more sophisticated palate," said Martin Thatcher, managing director of Thatchers Cider.
The cider is packaged in a 750ml bottle with a silver label and has been designed to create a sister brand to the paler pink cider, Katy Rose, which was launched in 2009.
In January, Thatchers launched its Gold and Pear Cider with revamped packaging. The bottles' vibrant yellow and green labels were designed to give the products greater on-shelf impact.
Posted by Michael Spencer
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