New Look for Magners

Magners is re-launching its iconic Magners bottle, along with new packaging across can and draught formats as it looks to shake up the apple cider category. The brand said it will also use an innovative rip top closure, negating the need for a bottle opener and therefore helping support impulse purchases across the growing convenience channel

Launching in May, the new packaging will be backed by a multi-million pound media campaign including TV, outdoor and radio, and social media.

Andy Cross, brand director at Magners, said: “Research is showing consumers are suffering from flavour fatigue in the cider market. With so much choice, but little resemblance to cider, consumers appear to be tiring of flavoured ciders in the same way they did with alcopops.

“Apple still accounts for 76% of the cider category – but research has shown young adults find the category boring. We want to make apple cider exciting again by bringing a new attitude and tone of voice that will invigorate the category once more.

“We know that Magners is still loved by consumers but we also know they have been enticed into new brands and flavours in recent years. This campaign is about reminding them Magners is still the original through our new campaign, ‘Hold True’. We’re investing heavily in the Magners brand with our new creative and innovative packaging and we can’t wait to see what consumers think.”