Magners - The Magners Brand

The Magners Brand

The success of Bulmers cider in Ireland led to the development of the Magners brand to market the company's cider outside of Ireland. Since H. P. Bulmer retained the right to market their original English Bulmers worldwide, the C&C Group needed a new name under which to market their international product. The concept was originally developed by Stuart Wootten, who argued that the international growth of Irish pubs provided a natural market for a drink such as Irish cider.

Irish Bulmers cider and Magners have the same label and are identical products, except for the name. The ciders are made from 17 varieties of apples, fermented and matured for up to two years. It is available in 330 ml, pint, litre and 750 ml bottles and 500 ml cans, and is served over ice. It is also available in most Irish bars on draught and Magners is available in some bars on draught in Scotland. Initially only available in Spain, Northern Ireland and Scotland, the brand saw its popularity increase significantly in recent years and is now available across the United Kingdom, Europe, Australia, Canada, New Zealand, Japan, Hong Kong, Singapore, Thailand and the United States.

In early 2007, Magners Light, which is a low calorie version of the cider, was released. In March 2009, a new perry (marketed as "Pear Cider") called Magners Pear was launched and in February 2010, Magners Berry was launched. The Berry variety is a blend of 17 varieties of apple, similar to Bulmers Original, fused with blackcurrants, raspberries and strawberries with an ABV of 4.5%. It is available in pint and "long neck" bottle in the licensed trade, and 500ml cans in grocery.

The past 2 years has seen Magners release a variety of new products onto the market. Magners Golden Draught was released in 2010 which is a traditional "old style" crisp cider available purely on tap in the on trade market and 2011 with 3 special flavours consisting of Spiced Apple & Honey, Pear & Ginger, and Spiced Apple & Rhubarb available in supermarkets and bars.

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