Exclusive: Magners launches its golden coldie
A new version of Magners, one which is designed to be served without ice, will be rolled out in England and Wales next year.
Magners Golden Draught, launched into the Scottish market in June, has a different taste profile and is aimed at bringing new drinkers into the category, MD Gordon Johncox told the Morning Advertiser exclusively.
The variant is made using a higher proportion of the smaller, harder Dabinett and Michelin apples than Magners Original, which gives it a crispier, less sweet taste.
It is served extra cold from the tap, so there is no need for ice, and is aimed at different drinking occasions.
"Magners Golden Draught is a new addition. It is a modern draught cider that will bring more consumers to the category," Johncox said.
"Magners Original in bottles has a sweet flavour and is served over ice, making it suitable for relaxed sitting occasions. Magners Golden Draught, on the other hand, is a less sweet cider and is poured ice cold from the tap — so no need for ice, making it ideal for groups standing at the bar."
Magners hopes the addition will persuade licensees to add a second cider tap on the bar and says that results in Scotland show where it is stocked alongside Magners Original it grows sales of the bottles by a third.
"Modern draught cider is only 11% of the overall cider category. Premium draught lager and premium draught ales are over 20% of their respective categories so the opportunity is clear," Johncox said.
