Magners plunders the orchards for new cider


THE popularity of flavoured ciders is continuing to blossom and one of the UK’s leading cider brands is hoping its latest creation will receive a fruitful response.

Magners Berry is the first fruit flavoured cider within Magners’ cider range and is designed to take advantage of the growing segment.
According to figures compiled by market researcher Nielsen Data, flavoured cider’s value sales year on year has witnessed a 77% leap, and Magners is hopeful its orchard fruit option can plunder a slice of the action.
“Magners Berry is a very exciting addition to the range for us that taps into the growth of flavoured cider,” said head of marketing Kirsty Hunter.
“We have specifically developed Magners Berry for consumers looking to experience the natural flavour of orchard berries whilst still enjoying the refreshing taste of Magners.
“With the strength of the Magners brand behind it, we see Magners Berry as a must stock for retailers, who are encouraged to create additional space for Magners Berry within their cider displays to take full advantage of this growing segment.”
Magners is confident of creating increased interest in the brand via its ongoing ‘Made In The Dark’ campaign, which focuses on the importance of darkness to the Magners production process in Clonmel, Ireland. The campaign is running throughout the summer in print, online and television formats.

Image: Berry option could be fruitful for Magners.