Magners Irish Cider - The Magners Effect: how Magners single-handedly re-invigorated the cider category

In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs.
Agency: Media Planning GroupAuthors: Martyn Stokes, Simon Jenkins and Mark Nolan

Magners Irish Cider – The Magners Effect: how Magners single-handedly re-invigorated the cider category

WHY THIS PAPER IS WORTH READING

Since 2003, Magners has rejuvenated the cider category driving “an amazing sales revival” and has become a national phenomenon in the process.1

Existing cider brands have imitated Magners and new brands have been launched to capitalise on its success. Magners has even changed the seasonality of cider sales making it a drink consumed all year round rather than just in the hot summer months.2...

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