Magners given makeover

15 November, 2013

Magners has been given a new look across its Original, Pear and Berry variants in a bid to create greater shelf standout.

Brand owner C&C recently reported a 15.5% decline in sales at its UK cider business in the six months to August.

Increased competition has hampered the brand that sparked unprecedented growth in the cider category when it spearheaded the over-ice revolution, and C&C hopes the new design will turn its fortunes around.

Marketing director Paul Condron said: “It has been important to us to recapture the values at the heart of the Magners brand, whilst creating a new and contemporary look and feel to the packaging. The new design is more modern, but with references to the iconic cider vats that people will always associate with Magners.” 




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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