Magners to go on draught from May

C&C Group has confirmed the launch of Magners Draught in the UK - and has announced it has signed an exclusive kegging and distribution deal with Coors Brewers.

The product will not be served over ice and instead will be dispensed using extra cold technology - with stockists being given the option of using a condensating Magners font or having it as part of the Coors Cold Beer station, alongside taps for Carling and Grolsch.

The deal will see the 4.5 per cent ABV draught Magners launched into the GB on-trade from May.

Coors chief executive Mark Hunter said: "Draught Magners is a premium draught cider that will enhance the appeal of the cider category and we believe it will fuel further significant growth.

"It complements our growing portfolio of strong and well-loved brands, which includes Carling, Britain's best selling lager, Coors Light and Grolsch. I believe the launch of Draught Magners will be the next big thing for on-trade retailers this summer."

C&C Group chief executive, Maurice Pratt said: "The partnership with Coors Brewers will greatly assist with the next phase in the natural evolution of Magners Original Irish Cider.

"There has been a pent up demand in the market for a premium draught cider which Magners will now fulfil. This exciting development enables us to reinforce our positioning within the premium cider category, further broadening our consumer base and offering a refreshing alternative to consumers."

There will be a major marketing support package for Magners, including "significant" spend to support the draught launch and roll-out.