C&C Groups new Magners bottles will include a rip-top closure

C&C Group's new Magners bottles will include a rip-top closure

C&C Group has unveiled a packaging overhaul for its Magners cider brand that includes a rip-top closure on 528ml bottles.

The company said the new format will help boost impulse purchases in the convenience channel as consumers don't need to carry a bottle opener. The new packaging, which will cover all cans and draught formats, will be backed by a "multi-million pound" media campaign across TV, outdoor and radio, C&C said

"Research has shown young adults find the [cider] category boring," said Magners brand director Andy Cross. "We want to make apple cider exciting again by bringing a new attitude and tone of voice that will invigorate the category once more." 

Meanwhile, C&C said it was focussing more on the apple segment of the cider category and will replace Magners Golden Draught across the on-trade with Magners Original. 

"We know that Magners is still loved by consumers but we also know they have been enticed into new brands and flavours in recent years," Cross said. "This campaign is about reminding them Magners is still the original through our new campaign."

C&C Group in January said it was to close its cider packaging and production facilities in England and Ireland, with the net loss of 180 jobs. It will consolidate production from sites in Shepton Mallet and Borrisoleigh into its manufacturing site in Clonmel, Tipperary.