Magners tries lower alcohol to boost profits

C&C has confirmed that it is to trial a new, lower ABV version of Magners Irish Cider. Magners Mid Strength is manufactured in exactly the same way as Original, with the only difference being the lower alcohol content of 2.3%.

The move follows a recent profits warning from C&C, who saw its share price fall 10% in the four months to the end of June. C&C, who will also be trialling a lower-strength version of Bulmers in Munster, blamed the decline on poor weather and the consumer downturn.

At the time, C&C added that better margins should go some way to offsetting the inevitable fall in profits. The group axed 150 jobs last November.

Scott Fairbairn, marketing manager at Magners, said: “This is the first time that a major brand has introduced a low ABV offering to the cider market in the UK and we are convinced that this will unlock a whole new range of occasions where Magners can be enjoyed.”

It is thought that the mid-strength version will be enjoyed on occasions where limited alcohol consumption is preferable – family gatherings, work lunches and mid-week drinking.

Magners Mid Strength will be trialed in 550 Tesco stores throughout September, with green neck foil and green front and back labels, to differentiate the new product from the Original. It will retail for £1.99 per pint bottle.

Alexis Hercules 20/08/08