The ads show festive images of roaring log fires, snowy landscapes and Christmas lights in an orchard, with a voice-over saying: "At Magners, we know the most valuable thing you can spend at Christmas is time."
The TV campaign will be backed up by ads on national and regional radio, print, cinema, London Underground and outdoor posters at landmark sites around the country.
Marketing director Maurice Breen said: "This beautifully-shot new commercial captures the magic of the Christmas season. The crisp winter evening is the perfect contrast to the warm atmosphere of the pub. Cosy Christmas nights enjoyed in the company of friends are just the right association for Magners at this time of year."