New name and bottle size for Magners berry cider in on-trade

Magners Orchard Berries 500ml

A new look and bottle size have been introduced for Magner’s flavoured cider Orchard Berries in the on-trade.

Previously named Magners Berry, it now comes in a 500ml flint bottle format designed to let the red cider colour stand out in the back-bar fridge.

However, the liquid remains the same, made from pear cider with a blend of strawberries, raspberries and blackcurrants, at 4% ABV.

The changes were originally introduced in the off-trade to meet demand for the 500ml bottle format which is the leading size within the flavoured cider category.

Ed Shoebridge, head of customer marketing at brand owner C&C Group, said: “Since launching the flavour in summer 2012, the flavoured cider market has grown hugely in the UK and over time customer needs have changed.

“Our refreshed Orchard Berries product pairs the original unique recipe with an exciting new look to appeal to our growing fanbase of customers and consumers.

“Backed with a national marketing push targeted towards new and current cider lovers, Magners Orchard Berries is in a strong position to perform well in the UK’s on trade as the flavoured segment continues its growth.”

Flavoured cider growth continues to perform ahead of the other categories in the cider market, up 26% in terms of value in the last year, according to CGA’s Cider Dashboard 2014.
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