Magners has launched its new 'Hold True' campaign with the aim of rejuvenating the UK’s drinks market and shaking up the apple cider category.
From May 2016, the brand will unveil new packaging, backed by a multi-million pound media campaign across TV, outdoor and radio, and further supported by experiential activity, PR and social media.
Magners will also be the first major cider brand to use a rip top closure that negates the need for a bottle opener, something it says will help support impulse purchases across the growing convenience channel.
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Andy Cross, Brand Director at Magners, commented, "Research is showing consumers are suffering from flavour fatigue in the cider market. With so much choice, but little resemblance to cider, consumers appear to be tiring of flavoured ciders in the same way they did with alcopops.
"Apple still accounts for 76 per cent of the cider category – but research has shown young adults find the category boring. We want to make apple cider exciting again by bringing a new attitude and tone of voice that will invigorate the category once more."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan.