Magners cider reveals completely new look

Magners Irish Cider has redesigned its logo and is pulling its Golden Draught variant from pubs and bars in the UK in a complete revamp of the brand.

Magners revamp comes off the back of its own research which warns that consumers are growing weary of the wide variety of flavours in the cider market (Photo: Magners)

From May 2016, the brand will unveil new packaging backed by a “multi-million pound” media campaign across TV, outdoor, radio, PR and social media campaigns.

The Magners bottle will be relaunched, along with new packaging across all cans and draught formats.

Its new bottle will also feature a rip top closure, removing the need for a bottle opener in the hope of building on impulse purchases across the growing convenience channel.

The Irish brand will also focus its efforts primarily on its Original apple variant, meaning it will be replacing its Magners Golden Draught across the on-trade with Magners Original draught.

Magners is also introducing the the tagline ‘Hold True’ in its summer TV campaign launching in June, which it says will reach 97% of UK adults.

The revamp is part of the brand’s efforts to gain the attention of younger consumers who according to Magners’ own market research find the cider category “boring”.

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 per cent 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.”