The campaign features billboards running through to September, alongside social media and PR activity.
The ads will be appearing on 630 outdoor 6-, 48- and 96-sheet poster sites, the brand’s heaviest coverage to date to reflect its increased distribution across the UK.
A new TV and cinema ad will appear from early August until mid-September.
Managing director Martin Thatcher said: “The new campaign really focuses on our values, the authenticity of our brand, and our dedication to the art of cidermaking, great taste and perfection.
“We’re looking for the tone of the new campaign to resonate with premium cider drinkers, engaging with our loyal consumers as well as attracting a new audience to Thatchers Gold.”
IRI figures for the year to May show Thatchers Gold sales value up 33% in the off-trade.