C&C Group makes multi-million pound investment into Magners
C&C Group has made a seven-figure investment into its Magners cider brand this week in a bid to appeal to consumers during the warm weather. The post C&C Group makes multi-million pound investment into Magners appeared first on The Drinks Business.
C&C Group has made a seven-figure investment into its Magners cider brand this week in a bid to appeal to consumers during the warm weather.
The boost in spending from C&C will put the brand back onto television screens and will support its latest campaign 'Magertism' to “build on strong nationwide awareness and the brand’s rich heritage”.
The company cited CGA figures outlining how cider sales pick up at the end of April (+10% volume / +11% value in April 2024 vs. March 2024), with volumes peaking across the summer months of June, July and August (2024)*.
Despite this, the category has more recently been positioned as an year-round drink as opposed to one that is purely for summer sipping.
Speaking to the drinks business, C&C Group’s director of brand marketing Jane Parlon said: "Cider certainly isn't solely a summer or sunshine drink - Magners in particular has seen success with autumnal and winter-type serves and the classic over-ice pour remains popular during the Christmas period. As a core fridge and draught serve for the on-trade, it plays a key role year-round."
However, the drinks giant also explained that the opportunity to boost Magners presence during good weather was too good to miss.
Parlon told db: "That said, there are definitely category cues around refreshment that are heightened when the sun is shining, and you can see that in the data around peak volume sales in trade. The campaign is going live this week, which has coincided with this glorious weather, but there will be more channel and consumer activity to ensure relevancy as we continue towards the end of the year."
The television advertising, which begins from 2 May, features a Magners cider poured over ice accompanying a pub-full of dancing feet. The television advertising will be further supported by outdoor advertising billboards featuring images of Magners over ice.
The campaign will run throughout the UK over summer across TV, digital, outdoor, and social as well as across the on and off-trade.
Parlon admitted: “With summer almost here and temperatures set to rise this week, we are ready to bring Magnertism to life through a new integrated campaign, which will inject real excitement into the cider category. Magnertism isn’t about creating something new – it’s bottling and giving a name to a force and feeling that consumers are already so fond of. It is the unique and infectious energy that comes from Magners, and the power to draw the best out of people and moments spent together.”
She added: “These are our most ambitious Magners plans in over a decade, and we are ready to work with our partners in the trade to bring some added fizz to the bar.”
C&C Group recently revealed how it was ‘modestly’ below target, but admitted that it expects revenues to be in line with last year and still anticipates growth in its distribution business. Last year, the business saw its CEO Patrick McMahon step down after “accounting mistakes and errors” caused the firm to take a €17 million charge. Plus, last September, C&C agreed to restructure its trading relationship with AB InBev. In its statement at the time, C&C said “bringing the sales, trade marketing and distribution responsibilities in-house will provide both companies with the opportunity to strengthen their respective brand portfolios and distribution platforms”.
To watch the new Magners television advert in full, see below:
The boost in spending from C&C will put the brand back onto television screens and will support its latest campaign 'Magertism' to “build on strong nationwide awareness and the brand’s rich heritage”.
The company cited CGA figures outlining how cider sales pick up at the end of April (+10% volume / +11% value in April 2024 vs. March 2024), with volumes peaking across the summer months of June, July and August (2024)*.
Despite this, the category has more recently been positioned as an year-round drink as opposed to one that is purely for summer sipping.
Speaking to the drinks business, C&C Group’s director of brand marketing Jane Parlon said: "Cider certainly isn't solely a summer or sunshine drink - Magners in particular has seen success with autumnal and winter-type serves and the classic over-ice pour remains popular during the Christmas period. As a core fridge and draught serve for the on-trade, it plays a key role year-round."
However, the drinks giant also explained that the opportunity to boost Magners presence during good weather was too good to miss.
Parlon told db: "That said, there are definitely category cues around refreshment that are heightened when the sun is shining, and you can see that in the data around peak volume sales in trade. The campaign is going live this week, which has coincided with this glorious weather, but there will be more channel and consumer activity to ensure relevancy as we continue towards the end of the year."
The television advertising, which begins from 2 May, features a Magners cider poured over ice accompanying a pub-full of dancing feet. The television advertising will be further supported by outdoor advertising billboards featuring images of Magners over ice.
The campaign will run throughout the UK over summer across TV, digital, outdoor, and social as well as across the on and off-trade.
Parlon admitted: “With summer almost here and temperatures set to rise this week, we are ready to bring Magnertism to life through a new integrated campaign, which will inject real excitement into the cider category. Magnertism isn’t about creating something new – it’s bottling and giving a name to a force and feeling that consumers are already so fond of. It is the unique and infectious energy that comes from Magners, and the power to draw the best out of people and moments spent together.”
She added: “These are our most ambitious Magners plans in over a decade, and we are ready to work with our partners in the trade to bring some added fizz to the bar.”
C&C Group recently revealed how it was ‘modestly’ below target, but admitted that it expects revenues to be in line with last year and still anticipates growth in its distribution business. Last year, the business saw its CEO Patrick McMahon step down after “accounting mistakes and errors” caused the firm to take a €17 million charge. Plus, last September, C&C agreed to restructure its trading relationship with AB InBev. In its statement at the time, C&C said “bringing the sales, trade marketing and distribution responsibilities in-house will provide both companies with the opportunity to strengthen their respective brand portfolios and distribution platforms”.
To watch the new Magners television advert in full, see below: 
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