Magners is launching Magners Berry – a mix of natural orchard fruits including strawberries, blackcurrants and raspberries blended with Magners pear cider.
The new variant, which is the first fruit flavoured cider within Magners’ core range, aims to take advantage of the growing flavoured cider segment, which is up
in value sales year on year.
The launch of Magners Berry hopes to benefit from increased interest in the brand created by the ongoing Magners Made In The Dark campaign, which focuses on the importance of darkness to the Magners production process in Clonmel, Ireland.
The campaign continues to run across print, online and TV in the run up to key drinking occasions this summer.
Head of Marketing, Kirsty Hunter said:
“Magners Berry is a very exciting addition to the range for us that taps into the growth of flavoured cider.
“We have specifically developed Magners Berry for consumers looking to experience the natural flavour of orchard berries whilst still enjoying the refreshing taste of Magners.
“With the strength of the Magners brand behind it, we see Magners Berry as a must stock for retailers, who are encouraged to create additional space for Magners Berry within their cider displays to take full advantage of this growing segment.”
Magners Berry is available in single bottle and six pack skus.