>>consumers and buyers give their views on the latest product launches
Product: Magners irish cider
Company: Magners
Price: £2.99/LITRE
Consumer’s Verdict
Recommended to be served poured over ice, Magners is a traditional premium cider positioned as an easy-to-drink alternative to lager and other alcoholic drinks
Claire Neville, 36, newspaper commercial projects head, Reigate
My initial impression on the look of the bottle was that it seems aimed at the traditional beer market, looking much more like an ale/stout bottle. Potentially, I feel that this could put a lot of people off.
The actual look of the cider is a very rich orange/gold, similar to a sweet cider. The taste, however, is anything but sweet. It is tangy and refreshing with an undertone of real apple that stands it apart from the more synthetic-tasting ciders.
I would drink Scrumpy Jack as my cider of choice, but I really enjoyed this one and would definitely recommend it. However, I do feel that the bottle needs a redesign.
Expert’s Verdict
Ian McLernon, marketing & sales director, Unwins
Magners is a truly exciting product.
It has the potential to rejuvenate the cider category, via recruiting new drinks to the category. It has proven its ability to do this in Ireland, where it is a credible alternative to premium lagers.
The ritual of drinking it super cold over ice further emphasises the light, clean and refreshing taste of the product. It is very easy to drink with none of the polarising aftertaste generally associated with cider.
The packaging reinforces Magners’ authentic positioning and has strong on-shelf and in-chiller standout, which is critically important for new products.
Score: 25/25
Total score: 43/50
Product: Magners irish cider
Company: Magners
Price: £2.99/LITRE
Consumer’s Verdict
Recommended to be served poured over ice, Magners is a traditional premium cider positioned as an easy-to-drink alternative to lager and other alcoholic drinks
Claire Neville, 36, newspaper commercial projects head, Reigate
My initial impression on the look of the bottle was that it seems aimed at the traditional beer market, looking much more like an ale/stout bottle. Potentially, I feel that this could put a lot of people off.
The actual look of the cider is a very rich orange/gold, similar to a sweet cider. The taste, however, is anything but sweet. It is tangy and refreshing with an undertone of real apple that stands it apart from the more synthetic-tasting ciders.
I would drink Scrumpy Jack as my cider of choice, but I really enjoyed this one and would definitely recommend it. However, I do feel that the bottle needs a redesign.
Expert’s Verdict
Ian McLernon, marketing & sales director, Unwins
Magners is a truly exciting product.
It has the potential to rejuvenate the cider category, via recruiting new drinks to the category. It has proven its ability to do this in Ireland, where it is a credible alternative to premium lagers.
The ritual of drinking it super cold over ice further emphasises the light, clean and refreshing taste of the product. It is very easy to drink with none of the polarising aftertaste generally associated with cider.
The packaging reinforces Magners’ authentic positioning and has strong on-shelf and in-chiller standout, which is critically important for new products.
Score: 25/25
Total score: 43/50
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