Irish cider brand Magners is planning a massive push into the off-trade after a successful launch in pubs.
The drink will initially be available through Morrisons, Spar and selected Asdas, as well as independent off-licences.
It will be sold in a one-litre bottle format (rsp: £1.99) or as a pack of four 500ml cans (rsp: £5.49).
Marketing manager Maurice Breen said: “There is definitely a demand now for Magners through the Engish off-trade.”
Breen said the expansion into England was likely to lead to the development of a dedicated sales force in the country, but production would remain in Ireland for the foreseeable future. “We have invested heavily
in the Tipperary plant and the Irish roots are important, as are the Irish apples we use, so as far as I can see production of Magners will stay there.”
Breen said there would be further investment into a sales and marketing campaign in the south, which has included TV, radio, outdoor and press advertising, as well as the recent announcement of a sponsorship deal with Rugby Union premiership side London Wasps.
The investment reflected growth in the premium end of cider, he said. “I think the recent popularity of cider isn’t the same as the growth of the ready-to-drink category, where lots of new products emerged and then disappeared.
“Magners is a natural product and a good beer alternative.”
Breen also insisted that while Scottish Courage’s recently launched Strongbow Sirrus brand had a similar positioning to Magners, as to be drunk over ice, he regarded it as healthy competition.
“Anything that Scottish Courage does to add value to the category and to give people permission to drink cider in a normal way is good news.”
Sonya Hook
The drink will initially be available through Morrisons, Spar and selected Asdas, as well as independent off-licences.
It will be sold in a one-litre bottle format (rsp: £1.99) or as a pack of four 500ml cans (rsp: £5.49).
Marketing manager Maurice Breen said: “There is definitely a demand now for Magners through the Engish off-trade.”
Breen said the expansion into England was likely to lead to the development of a dedicated sales force in the country, but production would remain in Ireland for the foreseeable future. “We have invested heavily
in the Tipperary plant and the Irish roots are important, as are the Irish apples we use, so as far as I can see production of Magners will stay there.”
Breen said there would be further investment into a sales and marketing campaign in the south, which has included TV, radio, outdoor and press advertising, as well as the recent announcement of a sponsorship deal with Rugby Union premiership side London Wasps.
The investment reflected growth in the premium end of cider, he said. “I think the recent popularity of cider isn’t the same as the growth of the ready-to-drink category, where lots of new products emerged and then disappeared.
“Magners is a natural product and a good beer alternative.”
Breen also insisted that while Scottish Courage’s recently launched Strongbow Sirrus brand had a similar positioning to Magners, as to be drunk over ice, he regarded it as healthy competition.
“Anything that Scottish Courage does to add value to the category and to give people permission to drink cider in a normal way is good news.”
Sonya Hook
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