MEET ORCHARD THIEVES WILD APPLE CIDER, THE NEW ADDITION TO THE ORCHARD THIEVES FAMILY LAUNCHING NATIONWIDE THIS MARCH 2024

In 2015, Orchard Thieves cider burst onto the scene to shake up the cider category, coming in as a challenger brand to the market leader. Since launch, Orchard Thieves has enjoyed amazing success, including thieving the number one spot as the biggest draught cider in Ireland.* In recent years, research** has shown that younger consumers now have a varied preference around taste and levels of sweetness, especially when it comes to cider. We wanted to yet again bring bold new news to the cider category and create an option that appealed to a broad range of consumers, be it current or even lapsed cider drinkers.
The new line extension, Orchard Thieves Wild is a less sweet, more natural-tasting 4% apple cider with a crisp refreshing finish. It has dramatically reduced sugar content (2.2g per 100ml), less calories & no artificial sweeteners. Developed specifically for the Irish market with Irish consumers having fed into every step of the journey from recipe to design. Extensive research has validated that the high-quality taste and product design will drive purchase intent with younger consumers ahead of current cider brands in the market.*** In trade, Orchard Thieves Wild will be served from draught in a new branded stemmed pint glass, the first of its kind in the cider category. The launch will be supported by a disruptive marketing campaign which includes media support, sampling plan & PR. Orchard Thieves Wild will be available in pint format nationwide and will also be available in 4 x 500ml cans in supermarkets and off-licenses.

*Source: “CGA OPM data to January 2024’

**Source: MCCP Qualitative Research March 2022: Understanding Gen Z, the Cider Category and Orchard

***Source: Metrix Lab Quantitative Research; 325 Respondents 50:50 Male: Female 20-35 years old P3M & lapsed cider drinkers