New packaging is being introduced for Magners cider alongside the departure of Magners Golden Draught in the on-trade.
From this month, a striking revamp of the bottles, cans and draught formats is being launched to make them stand out behind the bar and on shelves.
To support the renewed focus on the classic apple flavour, Magners Golden Draught cider will be replaced across the on-trade with Magners Original – the 4.5% ABV cider that has led Magners’ growth in bottles.
This move follows independent blind taste tests which saw 62% of participants preferring Magners Original against the market-leading apple cider brand.
The new looks is backed by a multi-million-pound media campaign across TV, outdoor and radio, further supported by heavyweight experiential activity, PR and social media.
Magners will also be the first major cider brand to use a rip-top closure on its bottles, negating the need for a bottle opener, aimed at growth in impulse purchases at convenience retailers.
The new creative campaign has been developed on the back of extensive consumer research and sees the brand focusing on its position as an original true cider since 1935.
The tagline “Hold True” will encourage people to stay true to themselves in a world full of fads and gimmicks in the same way as the Magners brand.
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% 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.”
Magners was created in 1935 in Clonmel, the home of Irish cider, and revolutionised the UK cider industry when it introduced the over-ice serve in 2005. It is made to the original recipe from its Irish roots, with 17 apple varieties grown in the Magners orchards.