Magners launches low alcohol variant

Magners Irish Cider is launching the UK's first ever mid strength cider product, containing half the alcohol content of Magners Original.

Magners Mid Strength will be trialed in 550 Tesco stores throughout September and its premium packaging features a contemporary green neck foil and green front and back labels, to differentiate the new product from the Original. The product will retail for £1.99 per pint bottle.

Scott Fairbairn, Marketing Manager at Magners, said: "This is the first time that a major brand has introduced a low ABV offering to the cider market in the UK and we are convinced that this will unlock a whole new range of occasions where Magners can be enjoyed."

He continued: "Our research has shown that there is an untapped market for a great tasting product that offers consumers the chance to opt for a lower ABV beverage. We feel that Magners Mid Strength will further enhance our premium positioning and complement our off-trade product portfolio."

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