Magners-brand Irish cider refreshes packaging by reintroducing green color associated with drink when it was launched in 2005 as well as cider vats imagery; design is more modern, attempts to recapture spontaneity and sociability of brand, company says

Elyse Blye

LONDON , November 20, 2013 (Marketing Week) – Magners has refreshed its packaging to kickstart sales going into the New Year.

The move comes two years after the cider’s last packaging update and reintroduces the green associated with the drink when it launched in 2005. It also brings back the cider vats imagery used during this time while also highlighting its Clonmel, Ireland origins. The designs are set to roll out across pubs and clubs and supermarkets nationwide in the coming weeks. Magners claims the branding is “more modern”, but attempts to “recapture” the “spontaneity” and “sociability” it had when it first launched. Both elements are key pillars of the brand’s recently refreshed marketing strategy to position the cider at the heart of social drinking occasions. The move caps off a tough year for the drink’s owner C&C Group that saw its UK cider business, which is often credited with sparking the cider trend among younger drinkers, struggle to keep pace with beer brewers such as Stella Artois entering the market and the explosion of the flavoured sub-category. C&C Group’s cider sales plummeted 15.5 per cent year-on-year in the six months to 31 August. The group has ploughed millions into marketing to try and halt the decline, most recently through its “Now Is a Good Time” advertising campaign. Additionally, it is developing a strategy in partnership with agency Gratterpalm to boost sales across the retail channel in 2014.

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