Earlier this year, Thatchers, the British-based drinks giant, announced a landmark scheme in the fight to rebuild the UK hospitality industry.
The company has pledged £1m in the form of a free keg of cider to any pub, bar, or otherwise licensed establishment to help rebuild their customer base and get Brits back to where they want to be: the local.
Thatchers, established in 1904, is currently on its fourth generation of management and has been helmed by Martin Thatcher since 1998. Food Chaincalls Thatchers “a byword for quality in the UK cider market”, and for good reason: in 2020 Thatchers boasted a turnover of £106.6m, up 5.8% from the previous year.
In fact, in a report conducted by The Grocer, Thatchers Gold was found to be one of only of the country’s top six cider brands to have increased its sales in 2019.
To return to the matter at hand, this apocalyptic time for the hospitality industry has led Thatchers to reinvest their financial success into the pub community at large.
According to Martin Thatcher:
“We want to help pubs get back to business after this immensely tough period… by supporting free-trade pubs across the UK with this pledge, we hope to really help them financially.”
“As an industry we have to pull together and do what we can to help pubs and bars get back on their feet.”
This pledge has already proven a smash hit, with over 5,000 outlets having signed up to the scheme as of the end of July.
“Momentum is building,” says Rob Sandall, director of On Trade at Thatchers.
“To date over 5,000 pubs, clubs, bars and restaurants have signed up to receive a free keg of Thatchers Cider supporting their reopening and putting much-needed cash in their till.”
Over 60 wholesalers, brewers, and pub partners are supporting Thatchers’ initiative to help get the hospitality industry back on its feet.
Simon Barnes, sales director at Marstons’, said that “[we] are really pleased to be working with Thatchers to support their pledge,” with others like Tim Cooper, MD of Dayla Drinks stating that the keg pledge is “a great initiative to support the on-trade at a time when we all need an uplift.”
“The response from wholesalers and pub companies has been so supportive,” continues Rob Sandall. He believes it is clear that “as an industry, we are supporting UK hospitality to get back on its feet following the COVID-19 lockdown.”
Thatchers are “expecting many more operators to sign up” to the scheme as the months go on, and with huge businesses like these on side, the future of hospitality is looking bright. In a time when small establishments need all the help they can get, Thatchers’ pledge will hopefully push other big companies to support stockists in meaningful ways that contribute to the hospitality industry’s recovery that it, and the UK pub-going public, desperately need.
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