Cider

Magners pumps millions into relaunch

By Nicholas Robinson contact

- Last updated on GMT

Magners pumps millions into relaunch and rebrand
Magners pumps millions into relaunch and rebrand

Related tags: Cider

Irish cider makers Magners is pumping millions of pounds into a new multimedia advertising campaign to launch its new packaging and a rip-top cap.

A renewed push on apple cider will also be made by the brand, following analysis of the sector by the brand.  

Magners’ full range – cans, draught and bottles – will feature a new design, while the bottles will be the first in the cider category to use the rip-top cap that negates the need for a bottle opener.

Meanwhile, the manufacturer will also be pushing its apple credentials, according to brand director Andy Cross, who claimed research showed consumers were now suffering from ‘flavour fatigue’.

Magners 1
Magners' new rip-off cap

“With so much choice, but little resemblance to cider, consumers appear to be tiring of flavoured ciders in the same way they did with alcopops,” he said.

Apple cider category

“Apple still accounts for 76% of the cider category – but research has shown young adults find the category boring.”

To support its renewed focus on the apple cider segment, Magners will focus on its original variant.

As a result, Magners Golden Draught will be replaced in the on-trade with Magners Original, said Cross.

Meanwhile, speakers and delegates at the Future Trends: Beer and Cider event will delve into market trends on the day, which is set to take place on 22 June.

For more information about the event and speakers, visit www.FutureTrendsBeerandCider.co.uk​.

Related topics: Cider

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