New draught offer from Magners

Magners – the brand that revitalised the cider category with its revolutionary over-ice serve – has diversified to offer draught. The new format, which has been highly popular in Ireland, is to be distributed by Coors Brewers, and will hit the GB on-trade in time for the summer.

Brand owner C&C explains that research has indicated that consumers either prefer to drink packaged cider over ice or draught cider, with only 4% of consumers opting for both options during an average week (according to a study conducted by TNS). As such, says Magners GB marketing manager Scott Fairbairn, the new variant “is targeting a different consumer. Draught allows us to talk to different people and target more drinking occasions … (so) it will not cannibalise” sales of packaged Magners.
After enjoying several years of exceptional growth since its widely praised launch, the Magners brand had a tough time in 2007 – not least as a result of the plethora of brands that have piggy-backed onto the over-ice phenomenon – and C&C suffered as a result. However, Fairbairn insists that the new launch is the result of a long-term strategy, and not a response to last year’s tough trading. Crucially, he points out, “we are going for the consumer opportunity, not just a commercial opportunity. This is a response to consumer demand, we’re not being reactionary after a disappointing year.”
He explains that Coors was a natural choice as distribution partner, pointing out that the company’s “capacity and reputation in the market are key”. Mark Hunt, Coors chief executive, comments: “Draught Magners will enhance the appeal of the cider category and we believe it will fuel further significant growth. I believe the launch of Draught Magners will be the next big thing for on-trade retailers this summer”.

Ben Grant, 05/03/08