Magners bolsters portfolio with Pear Cider

Magners is launching Magners Pear in the UK to broaden its product portfolio in the increasingly competitive cider sector.

The launch will be backed with a multimillion pound advertising campaign taking in TV, outdoor, radio and press activity.
Magners, owned by C&C Group, has seen sales of its cider drop since it first reinvigorated the moribund sector in 2006 with the “over ice” proposition. Sales for Magners fell last year. In the six months to the end of August, the
company says revenues dropped 13% and it has warned it expects operating profits to fall in the second half of the year.
Magners Pear will be available from next month in a pint bottle and a 330 ml long neck bottle and also cans. It will be distributed through the licensed and grocery trade.

Managing director of the brewer John Holberry says: “We know lifestyle and tastes continue to change and out competitors have responded more quickly than we have, but our customers are ready for a new fruit-based drinks alternative from a credible quality brand and Magners Pear will match that need perfectly.”

The company’s advertising agency of record is Young Euro RSCG. C&C Group’s portfolio includes Magners, Bulmers, Tullamore Dew and Frangelico.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here