Magners launches new flavoured ciders

Magners is launching a new range of flavoured ciders in an effort to capitalise on a growing UK market.

The new flavours – pear and ginger, spiced apple and honey, spiced apple and rhubarb – are already on sale in Tesco and will be in Sainsbury’s, Waitrose and a number of on-trade outlets nationwide from mid-August.

The flavoured cider market is in 27% growth in the UK, while the total cider category has grown over 60% in five years.

According to Magners, the new ciders will target both male and female audiences looking for a “treat” or indulgent drinking occasion at home or in a bar.

John Dunsmore, CEO of C&C Group, the makers of Magners, said: “Consumers are always looking for something new and we want to ensure Magners continues to meet demands for a range of different drinking occasions.

We have created Magners Specials as a market-leading innovation to suit the more special ‘treat’ occasion; it’s an ice cold drink to enjoy at home or in a bar.”