Richard Genders has seen deep discounts on Magners in his local Tesco. He tells OLN this kind of price-cutting will damage a brand people are prepared to pay high prices for.
- what a success that's been . Over the past 12 months everybody's been wanting it. It's been priced sensibly and I think everybody's been very happy with it. This morning in Tesco Magners was marked 'save 80p - down to £1.35'. It is absolute stupidity. They don't need to sell it at £1.35. Tesco
is devaluing what was a pretty credible product. It's down to the realms of commodity ciders
and it's cheaper than some of them. It's wiped the value out of Magners cider in two weeks. It's not good activity for the market."
OLN invited Tesco to respond , but at the time of going to press the company had not commented.