New fruit flavoured Magners being trialled in Ireland

A new fruit flavoured variety of Magners named Bulmers Berry is currently being trialled in the on-trade in Ireland, ahead of a wider release across the UK in spring.

The new flavour, which is in the testing and research stage of development, has been made available to a number of bars in Dublin.

C&C, owners of Magners, would not comment on the trial but a rival in the flavoured cider market told The Publican​ the product had been seen in a number of bars in the Dublin area.

"The new flavour is being taste-tested in Ireland as we speak, and we expect them to launch it early next year," they said.

Rumours of a new fruit flavoured variant from the Irish cider brand have been rife, but so far Magners have been coy in announcing the details.

Magners drinker's had been polled earlier in the year via the brand's Facebook page as to what flavour they would like to see with suggestions including raspberry, cranberry and watermelon.

Speaking to The Publican​ last month, John Dunsmore, chief executive of C&C, confirmed there would be a "new brand proposition" for Magners in 2010, but would not go into specifics.

Magners was widely criticised when its pear variant was beaten to market by many of its competitors, with Magners Pear finally being launched in March last year.

The new drink is believed to be a blend of different berry fruits, although the exact flavour profile is as yet unconfirmed.

It is not yet known what the name of the product in the UK will be, as C&C do not own the trade mark for Bulmers outside of the Republic of Ireland.