Magners Original Irish Cider has unveiled a modern new look as it looks to turn around falling sales.
The rebrand featured “refined illustrations” of Magners’ original cider vats as well as “a vibrant red apple”, the brand said.
Meanwhile, a new strapline ‘The Original Irish Cider Since 1935’ “nods to Magners’ history as it celebrates its 90th year of cidermaking this year”, it added.
The new design will roll out across the brand’s full portfolio including cans, bottles, multipacks, trays and across all consumer touchpoints in both the on and off-trade over the coming months.
It comes with Magners sales having fallen by £8.0m on volumes down 17.8% last year [NIQ 52 we 19 April 2025].
In a bid to revive its fortunes, Magners launched a new seven-figure brand campaign earlier this year. The ‘Magnertism’ push has comprised activity across TV, outdoor, digital as well as in the on and off-trade.
“It has been a busy and exciting year so far for Magners with the launch of Magnertism, and our brand refresh is another step forward towards further reigniting Magners,” said Matt Bentley, director of brand marketing for cider at C&C Group. “We’ve had a great response to our Magnertism campaign and feedback from our customers on our new look has been fantastic.
“We’re looking forward to sharing the next stage of our plans with them and building further success for the Magners brand.”
The new look has also been applied to Bulmers cider which is sold in the Republic of Ireland. It was the first time both brands have been updated in unison, C&C Group said.
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