Magners launches light version

A reduced-calorie version of Magners Irish cider is being launched into the UK on-trade.

Magners Light has the same 4.5% abv as the regular brand but fewer calories - 28 per 100ml, which is said to be less than leading "light" beers.

The drink, which was launched in Northern Ireland last year, will be sold in 330ml, long-neck bottles with a silver neck foil and silver labels on the front and back to differentiate it from regular Magners.

Magners marketing director Maurice Breen said: "Magners Light has been hugely successful in the Irish market.

"[Customers] still want the refreshing taste of Magners but in a lower calorie product. We find there's a high percentage of women ready to buy into the product, who are looking for a lower-calorie lifestyle.

"We are just briefing the sales team to start introducing the product. It will be listed with Asda from 5 October. We are talking to a number of on-trade customers as well.

"It's going to be a soft launch leading to a full launch next year."