Magners and Rekordelig squeeze out new ciders

Both Magners and Rekordelig are branching out with new ideas. Rekordelig is bringing out a new variant, whilst Magners is doing internet based consumer research to make sure its new drink, scheduled for next year, will already have a strong following behind it.

Swedish cider maker, Rekordelig, is bringing out another fruit variant in the form of apples, infused with vanilla and cinnamon, with an abv of 4%. The new variety is well timed for winter as it can be served either over ice, or heated, in a brandy glass.

Meanwhile, Magners' ‘new brand proposition’ for next year seems to be something of a blank page at present, albeit one that is being written on by Facebook followers. The Irish company says that it is using the social networking site as part of a policy of continually interacting with Magners drinkers.

Rekorderlig’s new flavour will have a limited launch on 1st November, and may have a more widespread release later. C&C, the maker of Magners, reported half-year pre-tax profits of 57m euros this month, a drop of almost 14% on the first six months of last year. A strong performance in Northern Ireland helped to offset a drop in sales in the rest of the UK. C&C is embarking on a restructuring programme to deliver 5m euros of savings.

19 October 2009