Magners prepares to introduce draught variant

Cider brand Magners, which is currently sold only in pint bottles and is intended to be served over ice, is poised to move into the draught market.

Magners' owner, C&C Group, is understood to be holding talks about the launch, although the date of the roll-out is not yet known. According to industry sources, the brand is looking to tap into the greater margins offered by draught products, which carry no bottling costs. It is not known whether the over-ice serving concept will be abandoned for the draught variant.

Magners, which was rolled out nationwide in March, has been credited with rejuvenating the cider sector, where sales have risen by 16% over the past year to £1.5bn, according to Mintel.

The brand's share of the on-trade cider market has also increased, from 3% in 2004 to 18% this year.

In the summer, C&C Group experienced supply problems as the result of a fire at the carbon-dioxide plant it uses to carbonate its drinks (Marketing, 2 August). It later announced that it was to double the capacity at its Tipperary factory to meet demand.


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