Different design and size aims to increase stand-out
C&C Group has unveiled a new bottle design for its Magners Orchard Berries variant.
Previously named Magners Berry, Magners Orchard Berries is available to the on-trade in a 500ml ‘flint bottle’ designed to make it stand out in back-bar fridges.
C&C said the 4% ABV pear cider and blend of strawberries, raspberries and blackcurrants remains the same.
Our refreshed Orchard Berries pairs the original unique recipe with a new look.
The changes to the name and packaging are intended to meet what the firm said is strong demand for the 500ml bottle format.
Ed Shoebridge, head of customer marketing at C&C Group, said: “Since launching the flavour in summer 2012, the flavoured cider market has grown hugely in the UK and over time customer needs have changed.
“Our refreshed Orchard Berries product pairs the original unique recipe with an exciting new look to appeal to our growing fan base of customers and consumers.”
Flavoured cider is continuing to outperform other sectors of the cider market, with sales up 26% in value terms in the course of the last year, according to C&C.
And the 500ml bottle size is said to account for more than half of all bottled sales of flavoured cider.
C&C Group said the launch of the new-look bottle will be supported by an extensive marketing campaign.
“Backed with a national marketing push targeted towards new and current cider lovers, Magners Orchard Berries is in a strong position to perform well in the UK’s on-trade as the flavoured segment continues its growth,” said Shoebridge.