The Irish connection - How C&C Group plans to rescue Magners - Focus

The Irish connection – How C&C Group plans to rescue Magners – Focus

In the world of mass-market cider, geography has become a valuable marketing tool. Of the major brands on sale in the UK, Heineken's Old Mout claims New Zealand heritage, Strongbow English, while both Rekorderlig and Kopperberg play heavily on their Scandinavian roots. Now, C&C Group is looking differentiate itself in the UK's cut-throat cider market by bolstering the Irish credentials of its Magners brand.

In the world of mass-market cider, geography has become a valuable marketing tool. Of the major brands on sale in the UK, Heineken’s Old Mout claims New Zealand heritage, Strongbow English, while both Rekorderlig and Kopperberg play heavily on their Scandinavian roots. Now, C&C Group is looking differentiate itself in the UK’s cut-throat cider market by bolstering the Irish credentials of its Magners brand.

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