Visitors to Somerset’s iconic Thatchers Cider are finding fewer choices at the tap, and for one local man, that was the last straw. He’s now staging a public protest, calling out the producer for axing what he says was his all-time favourite drink from their cider variety.
The identity of the now-missing cider is a bit of a mystery—locals are buzzing with guesses, but the company hasn’t clarified. What’s certain is that Thatchers’ recent decision to trim their menu hasn’t sat well with long-time fans. Recent visitors to their facilities haven’t held back in online reviews either, labelling the smaller selection “pitiful” and lamenting the loss of classic options they’ve come to expect from a family company with over a century of history.
The protest isn’t just about personal taste—it’s tapping into a bigger debate about company loyalty, heritage, and how much a brand should change in the name of staying relevant. Thatchers has faced pushback before: back in 2018, when they rolled out fruity choices like their lemon cider (which later landed in a trademark spat), traditionalists grumbled that the essence of real cider was being diluted. But for Thatchers, finding that sweet spot between old recipes and modern trends is an ongoing game.
Long-time cider drinkers see themselves as custodians of a certain legacy. That’s why product line changes can feel almost personal. Some remember family visits to Thatchers in the early 2000s, each trip a chance to discover a new blend, or enjoy an old-school favourite. Now, with fewer choices on tap, there’s a sense among loyalists that the company could lose touch with what made it stand out in the first place. The current protest is just the latest in a line of actions—from social media campaigns to petitions—aimed at getting the company to listen.
Thatchers isn’t ignoring the shifting market, however. Recent collaborations, like partnering with university students to launch the Thatchers Juicy Apple campaign, show a willingness to innovate and shake up traditional marketing. But with each new glittery label, the risk is alienating die-hard drinkers who’d rather see heritage bottles on the shelves. For many, the appeal of Thatchers is rooted in its family-owned nature and local character, not just in keeping up with trends.
For now, the protest serves as a pointed reminder: brand decisions don’t just affect the bottom line—they ripple out into communities that care deeply about what’s poured into their pint glasses. Whether Thatchers will reconsider its choices or double down on innovation remains to be seen. What’s clear is that in the world of cider, loyalty is as important as flavour.
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