60 Years of SLTN: The cider name that changed the game

By Dave Hunter

In Scotland, publicans of a certain vintage (or older) will first have become familiar with Magners in the early 2000s when the brand took the country by storm with its ‘over ice’ serve. 

In those days cider drinkers new and old could have been forgiven for thinking the Irish outsider was a newcomer to the industry; a brash upstart taking on the heritage cider establishment with a new serve and a sweeter flavour profile.

How wrong they were. 

The reality is that Magners was anything but a new kid on the block when it pioneered its chilled-down perfect serve. 

In fact, the company has been perfecting cider-making for almost a century. 

While a lot has changed in that time, the brand continues to be produced in much the same way that it always has; with 17 different varieties of apples, fermented and matured in vats for up to 18 months.

Produced in Clonmel, in County  Tipperary, Ireland, Magners is now enjoyed in over 40 countries around the world. 

In the UK, the range includes Magners Original and Magners Dark Fruit on draught and the brand’s Pear, Orchard Berries and 0.0 ciders in packaged format. 

But it’s that signature over-ice serve that the brand continues to be best known for. 

“If you look back prior to the 2000s, cider was actually drank warm or just kind of lukewarm,” senior brand manager Iain Telford told SLTN. 

“And Magners saw this opportunity to bring in the over-ice serve.

“Magners really honed in on that occasion and that’s something we continue to tap into.”

The cider scene has changed quite a bit in the past two decades, with many more brands now jockeying for consumers’ attention. But while many of those brands are either on the drier or sweeter side of the spectrum, Magners has continued to plow the fertile middle ground. 

Iain explained: “It’s hugely competitive now. You’ve got a whole raft of different competition: you’ve got dry ciders, sweeter kinds of cider. 

Every cider is unique in its own way. 

“Magners, being a popular and versatile cider, appeals to a wide range of customers with varying preferences. Whether someone prefers a refreshing drink on a hot summer day or a crisp cider to accompany a meal, Magners can cater to different tastes and occasions.”

With its refreshing full-bodied and well-rounded flavour and over-ice signature serve, outdoors has become a major focus for the Magners brand. Magners’ long-time sponsorship of SLTN’s Outdoor Area of the Year award is one example of this, as is the commitment to supporting outdoor areas across Scotland with branded parasols and other materials. 

The Irish giant has just launched a major new campaign handing out prizes to customers across the country. 

Iain explained: “We’ve got a competition this year across our Magners Original pint bottles, which is ‘your summer vibe starts now’, that gives people who enter the chance to win prizes every 60 minutes with POS amplifying the competition. 

“Prizes range from pairs of crocs, luxury garden hammocks through to Magners bucket hats, all the kind of things you need for that outdoor occasion and to enjoy Magners outdoors.

“Plus, win tickets to Belsonic, which is the biggest music festival in Northern Ireland, sponsored by Magners.”

Cider isn’t just for summer, of course, and the marketing team is working to extend that traditional summertime, over-ice Magners occasion to drive sales outside of the warmer months. 

“In terms of the Scottish on-trade cider is very much seen as summer-focused,” said Iain. 

“But what we did last year was we looked to extend the cider season, and we launched Magners Mulled Cider across some Admiral estate accounts and it worked really well. 

“So we’re looking to do that bigger and better this year. 

“It’s still a work in progress, but we’re looking to do that just to expand the cider season outwith the traditional summer period.”