Magners cider is being expanded with a line-up of three new "curious" flavours, including spiced apple and rhubarb.
Rolling out to Tesco next week ahead of wider distribution in Sainsbury's, Waitrose and the on-trade from the middle of August, Magners Specials are aimed at consumers wanting a more indulgent 'treat' than standard cider.
The ciders, which carry a £2.25 price tag, come in Pear and Ginger, Spiced Apple and Honey and Spiced Apple and Rhubarb flavours. Unlike the Original and pear Magners lines, the new variants are designed to be served chilled rather than over ice.
"Consumers are always looking for something new and we want to ensure that Magners continues to meet their demands for a wide range of different drinking occasions," said John Dunsmore, chief executive officer of Magners brand owner C&C Group.
"We've created this range of Magners Specials to suit the more special 'treat' occasion."
The launch marks the brand's entry into the burgeoning flavoured ciders market, which has grown 27% year-on-year across the on and off-trade [CGA 52w/e 14 May/Nielsen 52w/e 9 July].
It would be supported by a new advertising campaign including press and outdoor activity, said C&C, although the company declined to reveal further details.
C&C has succeeded in turning around the fortunes of the Magners brand in the past year, with value sales going from a 14.8% drop year-on-year [Nielsen 52w/e 20 March 2010] to an 11.5% increase [52w/e 14 May 2011].
No comments yet