Magners has launched a TV ad in a bid to grow sales during its non-core festive season.
The TV ad, shot on location in Magners' home town of Clonmel, shows friends enjoying a pint of Magners Irish cider over ice, against images of roaring log fires and snow-covered landscapes.
The Christmas Appreciation campaign is designed to celebrate the "magic of the perfect Christmas winter season", according to Magners.
The ad, launched this week, features the song Apple Tree by Irish singer-songwriter Fiona Meladey. The campaign is supported by national and regional radio, print and cinema advertising. An outdoor campaign running nationwide will feature a pint of Magners nestling among trees in an orchard.