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 20% more than our competitors on our brand. The overall investment figure for Magners is in the region of £30 million.”
To Comment: Login or Register