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.