Brand
The success of Bulmers cider in Ireland led to the development of the Magners brand to market the company's cider outside of Ireland. Since H. P. Bulmer retained the right to market their original British Bulmer's worldwide, the C&C Group needed a new name under which to market their international product. The concept was originally developed by Brendan McGuinness and Shane Whelan, all of Bulmers Ireland, who argued that the international growth of Irish pubs provided a natural market for a drink such as Irish cider. Mallorca in Spain was the first market to sell Magners in May 1999, followed by Munich in Germany in July 1999. Magners was first sold in the United Kingdom in late 1999 when the brand was launched in Northern Ireland. C&C established the trade mark by selling to wholesalers and retailers in London, Glasgow, Birmingham and Cardiff.
Irish Bulmers cider and Magners have the same label and are identical products, except for the name. The ciders are made from 17 varieties of apples (with glucose syrup, E colours and sulphites added for flavouring, colour and as preservative), fermented and matured for up to two years.[2] It is available in 330 ml, 440ml, pint, litre and 750 ml bottles and 500 ml cans, and is served over ice. It is also available in most Irish bars on draught and Magners is available in some bars on draught in Scotland. Initially the Magner's brand was only available in Spain, Northern Ireland and Scotland. The brand's popularity increased significantly in the 2000s, and it became available across the United Kingdom, Europe, Australia, Canada,[3] New Zealand, Japan, Hong Kong, Singapore, Thailand and the United States.[4]
In 2004, Magners Light, which is a low-calorie version of the cider, was released.[5] In 2011, the Bulmers Light pint bottle was launched. In March 2009, a new perry (marketed as "Pear Cider") called Magners Pear was launched.[6] In February 2010, Magners Berry was launched. The Berry variety is a blend of 17 varieties of apple, similar to Bulmers Original, fused with blackcurrants, raspberries and strawberries with an ABV of 4.5%. It is available in pint and "long neck" bottles in the licensed trade, and 440ml cans in supermarkets.[7]
Magners Golden Draught was released in 2010 which is a traditional "old style" crisp cider available purely on tap in the on-trade market and in 2011 with 3 special flavours consisting of Spiced Apple & Honey, Pear & Ginger, and Spiced Apple & Rhubarb available in supermarkets and bars.
In August 2015, Bulmers launched four new flavoured ciders onto the Irish market, called the Forbidden Flavours range. The flavours are Cloudy Lemon, Strawberry & Lime, Berry Berry, and Juicy Pear.
In March 2017, Bulmers, as part of a €10 million investment, launched a new copper-toned packaging on its bottles and cans. As part of this new branding, a new sweeter cider called Outcider was also launched.[8]
Marketing
Typically, Magners is advertised as being poured over ice. Magners' success led to the UK's cider market leader Scottish & Newcastle introducing Strongbow Sirrus in summer 2005, a smooth version of its Strongbow cider produced specifically to be poured over ice, although Strongbow Sirrus has since been discontinued. In 2006 they also relaunched Bulmers Original in the UK, a premium packaged cider.[3]
Magners made its introduction to the United States in 2000.[9]
Magners began to research the possibility of relaunching its Irish cider in London in 2005. Specialists made it clear that alcoholic cider was a declining market which had little potential. Within 18 months after its relaunch Magners was the leading bottled alcohol brand in London.[10]
The Magners brand was the title sponsor of rugby union's Celtic League beginning in 2006–07, when the league featured teams from Ireland, Wales
