Thatchers is selling its Thatchers Cider Advent Calendar as a 12-door holiday pack for cider lovers, placing 12 different ciders into a Christmas countdown. It gives drinkers a bottle-by-bottle way to sample the family's range over the run-up to the holiday.
Each door is paired with a 90-second video that walks through color, aroma and flavor, then adds background on the cider being tasted. Priced at £49.99 and sold through Thatchers' website, the pack also includes branded items such as a bottle-opener magnet and a bucket hat.
At £49.99 on Thatchers' website, the calendar moves cider into a direct-to-consumer holiday-gift format that can widen seasonal spending beyond single bottles. The daily videos add a small convergence of product and content, keeping Thatchers' broader cider lineup in view across the full countdown.
Image Credit: Thatchers
What Makes This Trend Stand Out
- Alcohol Advent Calendars
- Seasonal countdown packaging turns beverage sampling into a giftable ritual, creating room for premiumized multi-SKU discovery formats beyond traditional single-bottle purchases.
- Content-linked Tastings
- Short-form tasting videos embedded into product experiences deepen consumer engagement and help brands extend storytelling across every item in a curated pack.
- Direct-to-consumer Gifting
- Holiday-focused online bundles allow producers to capture higher-margin seasonal demand while building richer relationships with shoppers outside retail shelves.
Sectors Adopting This
- Alcoholic Beverages
- Cider, beer, wine and spirits brands are gaining new ways to repackage variety and education into limited-time formats that support trial and premium perception.
- E-commerce
- Brand-owned online stores become more valuable when exclusive gift products combine convenience, scarcity and personalized discovery in a single purchase.
- Food and Beverage Packaging
- Interactive and compartmentalized packaging formats create opportunities for product-led storytelling, collectible design and multi-day consumer engagement.
