Magners taps into summer sharing occasion
Magners has launched a new sharing format and multi-pack cans in time for the summer season.
The Irish cider brand has added a five-litre keg format to its line up to tap into consumer demand for sharing options, particularly for outdoor summer get-togethers. Equally, the multi-pack also aims to address this opportunity, and to capitalise on the continued interest in the 33cl sized can.
The keg holds five litres of Magners Reserve, which has a slightly higher abv than Magners Original (5.5% compared to 4.5%), but is based on the same recipe.
Magners said its sales can rise by 10% during the hotter months, and it hopes these new formats will help to drive even more growth this year. Magners Original has recorded volume growth of 27.8% in the year to April 2017, according to Nielsen data.
The launch coincides with Magners new marketing campaign – Seize the Summer – which kicked off this month. The campaign features a series of sun-drenched events across the UK to get cider drinkers in the mood for making the most of the summer weather. Magners has partnered with EasyJet Holidays to run an on-pack promotion, which will also appear on the 33cl can multi-pack; offering drinkers the chance to win a trip to one of Europe’s most popular holiday destinations.
Janette Murray, Magners brand manager, said: “We know that enjoying an ice-cold Magners with friends is important to cider drinkers and, as we kick off our Seize the Summer campaign, this is the perfect time to launch these new additions to our range.
“Our new Magners Reserve 5L keg and 33cl multi-pack present a great opportunity to drive volume with the brand. They are designed to share with family and friends and are ideal for enjoying at BBQs, garden parties and special events all summer long and beyond.”