The two alcoholic drinks makers have worked in close partnership since 2002 and have now signed a long-term strategic deal that will see Thatchers cider stocked in St Austell managed pubs and across its 122-strong leased and tenanted estate.
Thatchers brands will also remain widely available to St Austell’s more than 3,000 wholesale drinks customers across the West Country.
Both manufacturers are family businesses, with Thatcher’s cider produced on Myrtle Farm in Somerset since 1904. Meanwhile, St Austell has operated since 1851 from its brewery in Cornwall.
St Austell brews a range beers including Proper Job and Tribute, while Thatchers makes a variety of different flavour ciders.
Two brands that share the same values
Commenting on the continuation of the partnership, St Austell chief executive Kevin Georgel said: “We’re delighted be continuing our longstanding partnership with Thatchers by signing this new 10-year deal. It’s a fellow family-owned drinks company, which shares many of our values.
“Working collaboratively with other businesses in our region, and building strong long-term relationships, is something which has always been important to us. It’s fantastic to continue supporting one another by growing Thatchers’ West Country distribution whilst bolstering our drinks portfolio and cider offer for pub guests and wholesale customers.”
Echoing the words of Georgel, fourth generation cider maker Martin Thatcher added: “Working in partnership with St Austell Brewery just makes sense; we share our values, roots and commitment to giving customers a great experience.
“This 10-year deal, which may seem short in comparison to the combined 292 years of family expertise our companies have, is a testament to our shared commitment to collaboration and sustainability. We look forward to raising a glass in a St Austell pub to celebrate.”
In other news, French beer staple Kronenbourg 1664 has been rebranded as 1664 Bière in the UK, while the Kronenbourg brand will now simply be known as 1664.
