Italian move from C&C

• Montano is positioned as a craft brand.
• Montano is positioned as a craft brand.

MAGNERS’ parent company C&C Group has expanded its cider portfolio with the introduction of an Italian craft cider into the UK.

Launched exclusively into the on-trade, Montano has been introduced via C&C subsidiary company The Shepton Mallet Cider Mill, and is positioned as a premium brand.
The firm said Montano will aim to capitalise on the growing popularity of foreign ciders with British consumers.
“With such an exclusive product, the focus is on seeding Montano in premium bars and restaurants,” said Montano marketing manager Andrew Cross.
“To support this on-trade launch, Montano will be available in a very sophisticated 660ml bottle for a true Italian style of sharing, and a stylish single serve 300ml bottle.”