Magnum Tonic Wine is set to standardise its packaging across the UK and Jamaica.
Currently, the product is sold in the UK with an orange label, while the original green-label Magnum Tonic Wine is sold in Jamaica.
The refreshed, unified label would take its inspiration from the original green design and strengthen standout on shelf, the brand said.
It will roll out in UK stores this week, before landing in Jamaica in April.
The different packaging in the UK and Jamaica had resulted in misconceptions about the authenticity of Magnum sold in the UK despite the liquid being the same, Magnum Tonic Wine owner Campari said.
“Differing packaging requirements in the UK and Jamaica have resulted in Magnum Tonic Wine having two distinct labels. We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity,” said Pavel Smith, marketing manager for Magnum Tonic Wine in Jamaica.
Mandeep Singh of Singh’s Premier, Sheffield, agreed the two different labels had been “causing confusion among consumers”.
“I’m looking forward to this change and will be promoting it via my socials, as Magnum has been a massive winner to all our stores,” he added.
First introduced in 1999 in Jamaica, Magnum Tonic Wine is a ready-to-drink fortified wine carrying an abv of 16.5%. It is popular among convenience retailers but also sold in Asda and Sainsbury’s, according to Assosia data.
Sales in the UK amount to some £26.3m, according to data compiled for The Grocer’s Britain’s Biggest Alcohol Brands report last year [NIQ 52 we 21 April 2024].
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