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DrinksTrade29AugustSeptember2012

Brand profile Here to stay MAGNERS HAS REVOLUTIONISED THE IMAGE OF CIDER GLOBALLY. THANKS TO ITS 80 YEARS OF DEDICATION TO QUALITY CIDER MAKING, MAGNERS IS TODAY ONE OF THE TOP PREMIUM IMPORTED CIDERS IN AUSTRALIA. Dwhich has been consistently producing cider for 80 years and Big developmentsA huge development came for the brand in the late 1980s when aespite the peaks and valleys of cider’s success over the years,there is one cider brand produced in County Tipperary, Ireland, has become a phenomenon in the meantime. Known as ‘Bulmers’ in new marketing approach aimed at overhauling its image in the Republic the Republic of Ireland and ‘Magners’ everywhere else in the world, it of Ireland achieved great success by focusing on quality of product and is a huge success story with growth to such an extent that production production process to change people’s attitudes to cider. It also introduced has been growing at a fast pace and in the process it has revolutionised the concept of serving cider over ice, a ritual that has revolutionised the the image of cider in England first, and, subsequently, the world. way people enjoy cider still to this day. The marketing campaign has Commercial cidermaking in County Tipperary’s Clonmel goes back delivered a phenomenal growth. In the early 1990s the brand had less than to 1935 when William Magner started to produce cider at the old a third of the cider market in Ireland. By 2003 it had over 80 per cent of Murphy’s Brewery in Dowd’s Lane. The cider had some initial success, that market and total cider consumption in Ireland had quadrupled fuelled so Magner attracted interest from HP Bulmer of Herefordshire in by the boom. Outside of Ireland, Magners continues the cider success England, and in 1937 the brand ‘Bulmers’ was established in Ireland. story and is one of the top premium imported ciders in Australia. William Magner eventually left the business in 1949. Not long after, in 1964, HP Bulmer sold his shares in the business back to The ciders an Irish company but continued to make a cider under the name Bulmers outside of Ireland. Today, the original cider from 1935 is still As the name suggests, Magners Original is the foundation of Magners made in Clonmel, Co. Tipperary and is sold in Ireland under the name success. The medium-dry cider is still produced in Clonmel and is made Bulmers. Elsewhere in the world, the same cider is called ‘Magners’ of 17 different varieties of apple including Michelin, Dabinett, Yarlington to honour the original founder and Cidermaker William Magner. Mill, Bulmer’s Norman, Tremlett’s Bitter, Breakwell Seedling, Taylor’s, Harry 38 drinks trade


DrinksTrade29AugustSeptember2012
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