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News Article Comments : Magners launches mid-strength cider
Magners Irish Cider owner C&C Group has confirmed plans to launch a 2.3% ABV cider, named Magners Mid Strength, containing half the alcohol content of Magners Original.
The company revealed that while Magners Mid Strength, which is set to be trialled in 550 Tesco stores from next month, it is “willing for it to go into the on-trade” when it can “create an occasion” for the launch.
The cider will be packaged in a pint bottle with green neck foil and green front and back labels and will retail at £1.99 per bottle.
Magners marketing manager Scott Fairbairn said: “This is the first time that a major brand has introduced a low ABV offering to the cider market in the UK and we are convinced that this will unlock a whole new range of occasions where Magners can be enjoyed.”
Magners UK managing director John Holberry admitted: “We got a few things wrong in the past and we (C&C Group) haven’t enjoyed the success that the category has, but the on-trade is primary for us and we’re spending 2
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John Ellis 01/09/2008 17:44:19  |
RE: Magners launches mid-strength cider So, that's 2.5% BEFORE you put any frozen water into it????? What's the point in this product, apart from to make lots of money out of gullible idiots? Then again......? John Ellis Crown Inn, Oakengates This post replies to this thread |
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| Charles Yaxley 01/09/2008 18:55:49 |
RE: Magners launches mid-strength cider Magners is suffering from its own success in what was a limited market.......will a lower alcohol cider do the trick? I doubt it will bring significant numbers back to the brand. This would require us to remove a product from our fridges to make space for this new offering. That is not going to happen here and I suspect the same will be true for many people: fridge space is at a premium. Magners has to face up to competition in a market that they had made their own: harsh, but that's life. This post replies to John Ellis > RE: Magners launches mid-strength cider |
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D Smith 03/09/2008 07:22:51 |
RE: Magners launches mid-strength cider Magners is suffering from its own success in what was a limited market....... Yes I agree with you Charles and the dray told me that the Enterpunch devils are in the throws of either de-listing the product or 'telling' Magners that they will have to colour band there bottles. Unfortunately now Magners are in the deep blue sea. They cannot afford to be de-listed and when 'banded' the product will just self destruct due to its cost! Another case of greed in this market place... This post replies to Charles Yaxley > RE: Magners launches mid-strength cider |
