The 4% ABV fruit cider will be available exclusively on draught in the on-trade and will be rolled out in 500 sites across Scotland from this month (April) as a trial then Magners will look at consumer demand following this.
Magners has launched the new flavour to meet demand for a greater variety of draught ciders after research revealed the average cider drinker enjoys 2.2 different types of cider, with fruit flavours driving the category growth.
Room for a new fruit cider
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Magners marketing manager Janette Murray lauded 2016 as a “bumper year” for the brand and said the release of Dark Fruit means 2017 will be even more exciting.
She added: “From our research we know there’s room on the bar for a new fruit cider and people want more choice in draught fruit cider offering.
“Magners Dark Fruit offers cider drinkers a fruitier alternative to draught apple cider now and again, and we’re sure a chilled pint of Magners Dark Fruit will be a welcome addition to any beer garden this summer.”
Huge advertising campaign
The cider makers pumped millions of pounds into a multimedia advertising campaign in May last year to launch its new packaging and a rip-top cap.
The bottles were the first in the cider category to use the rip-top cap that negates the need for a bottle opener.