Magners UK boss John Holberry has admitted he is “not as convinced” the new Magners Mid-Strength cider, launched at the end of last week, will be as successful as recent more mainstream launches.
Brand-owner the C&C Group will introduce the 2.3% abv cider, which is half the strength of the main Magners offer, exclusively into Tesco in September. It is the first time the company has launched a Magners product into the off-trade before the on-trade.
“We need to be moderate about our expectation of this category,” Holberry said. “Alcoholic drinks with lower alcohol have limited occasions on which they may be drunk and while mid-strength drinks fit well with at-home occasions such as BBQs, which is why we chose to launch into the off-trade first, we are not sure how that overlaps in the on-trade. There isn’t much evidence to suggest people want to go to the pub and not drink alcohol.”
C&C would watch carefully how the new cider performed before deciding whether to roll it out, he said.
The Irish company had also decided to hold off on above-the-line marketing until it had more of an idea of how Mid-Strength would perform, he added.
The new line, rsp £1.80 for a pint, was aimed more at men than women, as men wanting a low-alcohol drink were more likely to choose one tasting of alcohol than women, who were more likely to choose a soft drink on such occasions, he said.
Holberry added that the company had not been particularly innovative in the past, but said NPD was now top of the agenda. “We’ve picked up the pace already this year, launching Magners Light, Magners in pint bottles for the off-trade and on draught,” he said.
He ruled out fruit-flavoured and pear cider extensions, however, saying the company was keen to stick to its heritage.
“Cider is a taste people like and it is rooted in apples, so why create a blackberry-flavoured cider?” he said.
Brand-owner the C&C Group will introduce the 2.3% abv cider, which is half the strength of the main Magners offer, exclusively into Tesco in September. It is the first time the company has launched a Magners product into the off-trade before the on-trade.
“We need to be moderate about our expectation of this category,” Holberry said. “Alcoholic drinks with lower alcohol have limited occasions on which they may be drunk and while mid-strength drinks fit well with at-home occasions such as BBQs, which is why we chose to launch into the off-trade first, we are not sure how that overlaps in the on-trade. There isn’t much evidence to suggest people want to go to the pub and not drink alcohol.”
C&C would watch carefully how the new cider performed before deciding whether to roll it out, he said.
The Irish company had also decided to hold off on above-the-line marketing until it had more of an idea of how Mid-Strength would perform, he added.
The new line, rsp £1.80 for a pint, was aimed more at men than women, as men wanting a low-alcohol drink were more likely to choose one tasting of alcohol than women, who were more likely to choose a soft drink on such occasions, he said.
Holberry added that the company had not been particularly innovative in the past, but said NPD was now top of the agenda. “We’ve picked up the pace already this year, launching Magners Light, Magners in pint bottles for the off-trade and on draught,” he said.
He ruled out fruit-flavoured and pear cider extensions, however, saying the company was keen to stick to its heritage.
“Cider is a taste people like and it is rooted in apples, so why create a blackberry-flavoured cider?” he said.
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