UK: C&C launches Magners Light across on-trade

By just-drinks.com editorial team | 20 October 2008

Magners Light cider will be made available across the UK on-trade as brand owner C&C Group looks to rekindle growth.

Magners Light, launched in the off-trade a year ago and in London's on-trade in February, is being rolled out across the whole UK pub and bar sector, C&C said today (20 October).

C&C CEO Maurice Pratt announced his resignation earlier this month, following two years of group performances below expectations and a 12% sales slide for Magners in its first half of its current financial year.

Magners will support the national roll out of its Light variant, which contains 92 calories per 330ml bottle, with above and below-the-line campaigns beginning early December, backed by a 2008 spend of more than £3m.

Richard Barnes, brand manager at Magners, said: "We are convinced that our low calorie offering, Magners Light, will entice consumers nationwide and broaden the trade's premium cider category in the same way as it has done in London over the past few months.

"We have already invested heavily in our marketing in order to reach out to female consumers and we will continue to do so, to ensure this success continues across the UK."

Sectors: Beer & cider