Low-cal Magners is new for Asda

05 October, 2007

Irish cider Magners has launched a lower calorie variant of its over-ice cider in Asda.

Magners Light has the same amount of alcohol as original Magners - 4.5 per cent abv - but just 28 calories per 10cl, compared to 37 calories in the original cider.

Brand manager Richard Barnes said: "With all the authentic endorsement of the Magners brand, the low-calorie option of Magners Light embodies the quality, craftsmanship and heritage of Magners Original Cider which has contributed to its growth in Great Britain.

"We know lifestyles continue to change, and as the light drinks market continues to grow internationally, consumers are ready for a great-tasting light drink alternative from a credible, quality brand - Magners Light matches that need perfectly."

The new variant comes in a 33cl long-neck bottle with a silver neck foil and silver front and back label to differentiate it from the original version.

Halewood International is adding a raspberry-flavoured pear cider to its Maguires range, and has revamped packaging across the portfolio.

Beer in brief

Scottish brewer Harviestoun has created a limited edition beer for the 2007 Rugby World Cup. Try'd & Tested is a 4.1 per cent abv dark malt which will be on sale in Sainsbury's for the duration of the tournament. The exclusive link-up follows a similar arrangement between the supermarket and the brewer to stock its beer Haggis Hunter.

Wildlife charity the Tusk Trust is to benefit from sales of East African lager brand Tusker. For every bottle of the lager sold in Tesco before Christmas, 10p will be donated to the charity, which provides practical, logistical and financial support to 17 wildlife conservation projects in Africa.

John Smith's is sponsoring this year's Mascot Grand National. The race will see 70 mascots run, walk and stagger over an assortment of obstacles on the 220 yard course at Huntingdon Racecourse on Oct 7.

Leffe is sponsoring Time Out's Eating & Drinking Awards, which honour the best gastro pubs, bars and restaurants in London, and the 25th edition of the Time Out Ea ting & Drinking Guide, an annual review of London eateries and bars.

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