View source for Magners

{{Short description|Cider produced in Ireland}}
{{For|the English Bulmers cider brand|H. P. Bulmer}}
{{EngvarB|date=October 2013}}
{{Use dmy dates|date=October 2013}}
{{Infobox company
| name = Magners
| logo = File:Bulmers (Ireland).webp
| logo_size = 180px
| logo_caption = Bulmers logo used in the Republic of Ireland
| type = Subsidiary
| traded_as =
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| fate =
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| defunct =
| location = [[Clonmel]], Ireland
| area_served = Worldwide
| key_people =
| industry = Alcoholic beverages
| products = Cider
| services =
| revenue =
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| aum = <!-- Only used with financial services companies -->
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}}
[[Image:Magners cider.jpg|thumb|right|150px|A [[Beer bottle|330ml bottle]] of Magners cider.]]
'''Magners Irish Cider''' {{IPAc-en|'|m|ae|g|.|n|@r|z}} is a brand of [[cider]] produced in [[County Tipperary]] in [[Ireland]] by the [[C&C Group]]. The product range includes the cider varieties: Original, Light, Berry, Pear and Rosé. The cider was originally produced as '''Bulmers Irish Cider''' and continues to be sold under that name in the [[Republic of Ireland]], it is sold as Magners in all other markets.
==History==
Commercial cider production was started in [[Clonmel]], [[South Tipperary]], in the then [[Irish Free State]], in 1935 by local man William Magner.<ref name="Brandweek" /> Magner bought the orchard from Mr Phelan from Clonmel. Magner quickly established a successful cider mill on the site of Thomas Murphy's brewery in Dowd's Lane, Clonmel. In 1937, English cider-makers [[H. P. Bulmer]] purchased a 50% share in the business, using their expertise to greatly increase production. In 1946, Bulmer's purchased the remaining 50%, changing the name to Bulmer's Ltd Clonmel.<ref name="Cider Museum">[https://web.archive.org/web/20071205022658/http://www.cidermuseum.co.uk/FactoryCider.htm Cider Museum]</ref> H.P. Bulmer maintained international rights to the Bulmer's trade mark, so that any exports were carried out via the parent company rather than directly exported from Ireland.
In the 1960s, H. P. Bulmer produced a [[perry|"champagne perry"]] product in direct competition with [[Babycham]], owned by Showerings Ltd of [[Shepton Mallet]]. Showerings challenged this in court, and H.P. Bulmer lost the case. In 1964, it was forced to sell Bulmer's Clonmel to Guinness and Allied Breweries, the parent company of Showerings. The company name was changed to Showerings (Ireland) Ltd.
Soon after, the company moved its main processing operations to a new complex at Annerville, five kilometres east of Clonmel, which was opened in 1965 by the then [[Taoiseach]], [[Seán Lemass]]. Today the Bulmers/Magners arm of [[C&C Group]] employs more than 470 people and is a substantial part of the economic infrastructure of Clonmel.{{citation needed|date=January 2024}}
The company also once produced [[Cidona]], a popular soft drink in Ireland which, along with all of the company's other soft drinks, was sold to [[Britvic]] in 2007.
==Brand==
[[File:Bulmers factory clonmel.png|thumb|right|200px|Bulmers/Magners cider brewery, Annerville, Clonmel]]
The success of Bulmers cider in [[Ireland]] led to the development of the Magners brand to market the company's cider outside the [[Republic of Ireland]]. Since H. P. Bulmer retained the right to market their original British Bulmer's worldwide, the C&C Group needed a new name under which to market their international product. The concept was originally developed by Brendan McGuinness and Shane Whelan, all of Bulmers Ireland, who argued that the international growth of Irish pubs provided a natural market for a drink such as Irish cider. [[Mallorca]] in Spain was the first market to sell Magners in May 1999, followed by [[Munich]] in Germany in July 1999. Magners was first sold in the [[United Kingdom]] in late 1999 when the brand was launched in [[Northern Ireland]]. C&C established the trade mark by selling to wholesalers and retailers in [[London]], [[Glasgow]], [[Birmingham]] and [[Cardiff]].
Irish Bulmers cider and Magners have the same label and are identical products, except for the name. The ciders are made from 17 varieties of apples (with [[glucose syrup]], E colours{{what|date=September 2023}} and [[sulphites]] added for flavouring, colour and as preservative), fermented and matured for up to two years.<ref name="3_News_168193">{{cite news |url=http://www.3news.co.nz/Cider-Its-what-the-cool-kids-are-drinking/tabid/420/articleID/168193/Default.aspx |title=Cider: It's what the cool kids are drinking |author=Quigan, Benjamin |date=30 July 2010 |work=[[3 News]] |accessdate=19 October 2011 |archive-url=https://web.archive.org/web/20120930005433/http://www.3news.co.nz/Cider-Its-what-the-cool-kids-are-drinking/tabid/420/articleID/168193/Default.aspx |archive-date=30 September 2012 |url-status=dead }}</ref> It is available in 330&nbsp;ml, 440ml, [[pint]], litre and 750&nbsp;ml bottles and 500&nbsp;ml cans, and is served over ice. It is also available in most Irish bars on draught and Magners is available in some bars on draught in Scotland. Initially the Magner's brand was only available in Spain, Northern Ireland and Scotland. The brand's popularity increased significantly in the 2000s, and it became available across the United Kingdom, Europe, Australia, Canada,<ref name="Independent">[http://news.independent.co.uk/media/article2725895.ece ''Independent''] {{webarchive|url=https://web.archive.org/web/20071205102533/http://news.independent.co.uk/media/article2725895.ece |date=5 December 2007 }}</ref> New Zealand, Japan, Hong Kong, Singapore, Thailand and the United States.<ref name="Brandweek">[http://findarticles.com/p/articles/mi_m0BDW/is_23_41/ai_62919039 Brankweek, 5 June 2000]</ref>
In 2004, ''Magners Light'', which is a low-calorie version of the cider, was released.<ref>{{cite web|url=http://www.bulmerslight.ie/home.asp|title=Bulmers Light Irish Cider|date=10 April 2009|work=Bulmers Official Website|accessdate=10 April 2009|url-status=dead|archiveurl=https://web.archive.org/web/20090302233318/http://www.bulmerslight.ie/home.asp|archivedate=2 March 2009|df=dmy-all}}</ref> In 2011, the Bulmers Light pint bottle was launched. In March 2009, a new [[perry]] (marketed as "Pear Cider") called ''Magners Pear'' was launched.<ref>{{cite web|url=http://www.bulmers.ie/about-us/pear.asp |title=Bulmers Pear |date=10 April 2009 |work=Bulmers Official Website |accessdate=10 April 2009 |url-status=dead |archiveurl=https://web.archive.org/web/20100124221200/http://www.bulmers.ie/about-us/pear.asp |archivedate=24 January 2010 }}</ref>
In February 2010, ''Magners Berry'' was launched. The Berry variety is a blend of 17 varieties of apple, similar to Bulmers Original, fused with blackcurrants, raspberries and strawberries with an ABV of 4.5%. It is available in pint and "long neck" bottles in the licensed trade, and 440ml cans in supermarkets.<ref>{{cite news|url=http://www.bulmers.ie/latest-news/Bulmers-Berry-An-Undergrowth-Movement.asp|title=Bulmers Berry – An Undergrowth Movement|date=24 February 2010|work=Bulmers|publisher=[[C&C Group plc]]|accessdate=28 May 2010|url-status=dead|archiveurl=https://web.archive.org/web/20100516053442/http://www.bulmers.ie/latest-news/Bulmers-Berry-An-Undergrowth-Movement.asp|archivedate=16 May 2010|df=dmy-all}}</ref>
Magners Golden Draught was released in 2010 which is a traditional "old style" crisp cider available purely on tap in the on-trade market and in 2011 with 3 special flavours consisting of Spiced Apple & Honey, Pear & Ginger, and Spiced Apple & Rhubarb available in supermarkets and bars.
In August 2015, Bulmers launched four new flavoured ciders onto the Irish market, called the Forbidden Flavours range. The flavours are Cloudy Lemon, Strawberry & Lime, Berry Berry, and Juicy Pear.
In March 2017, Bulmers, as part of a €10 million investment, launched a new copper-toned packaging on its bottles and cans. As part of this new branding, a new sweeter cider called ''Outcider'' was also launched.<ref>{{cite web|url= http://www.drinksindustryireland.ie/new-branding-for-bulmers/|title=New branding for Bulmers|date=23 March 2017|work=Drinks Industry Ireland|accessdate=16 May 2017}}</ref>
[[File:Inside Nancy's Pub - Ardara - geograph.org.uk - 1154684.jpg|thumb|Irish Pub]]
[[File:Two pints of Magners.jpg|thumb|Magners in Irish pub]]
===Marketing===
Typically, Magners is advertised as being poured over ice.{{citation needed|date=January 2024}} Magners' success led to the UK's cider market leader [[Scottish & Newcastle]] introducing Strongbow Sirrus in summer 2005, a smooth version of its [[Strongbow (cider)|Strongbow]] cider produced specifically to be poured over ice, although Strongbow Sirrus has since been discontinued. In 2006 they also relaunched Bulmers Original in the UK, a premium packaged cider.<ref name="Independent"/>{{failed verification|date=January 2024}}
Magners made its introduction to the United States in 2000.<ref>{{Cite web|date=2014-03-11|title=Magners Expands Portfolio in the US|url=https://www.brewbound.com/news/magners-expands-portfolio-in-the-us/|access-date=2021-04-26|website=Brewbound|language=en-US}}</ref>
Magners began to research the possibility of relaunching its Irish cider in London in 2005. Specialists{{whom?|date=January 2024}} made it clear that alcoholic cider was a declining market which had little potential.{{citation needed|date=January 2024}} Within 18 months after its relaunch Magners was the leading bottled alcohol brand in [[London]].<ref>Donnelly, R. (n.d.). MARKETING EXCELLENCE Magners Refreshing the entire cider category. The Marketing Society.</ref>
The Magners brand was the title sponsor of [[rugby union]]'s [[Pro14|Celtic League]] beginning in 2006–07, when the league featured teams from Ireland, [[Wales]] and [[Scotland]], and ending with the 2010–11 season, the first in which the league included teams from Italy. Magners sponsored the 2007 [[Brighton Fringe]] festival.<ref name="Independent"/> From 2003 to 2005 Magners sponsored the Scottish football team [[Dundee F.C.]] The Magners brand was also one of the main sponsors of the 2009 [[Edinburgh Festival Fringe]] and is the main sponsor of the [[Glasgow International Comedy Festival]]. This has also extended to [[Singapore]], where they sponsored the King's and Queen of Comedy Asia in 2010 and the Comedy Club Series.
In 2013, it was announced that Magners would replace [[Wellpark Brewery|Tennent's Lager]] as the main jersey sponsor for [[Celtic F.C.]] when that contract expired.<ref>{{cite web|url= https://www.telegraph.co.uk/sport/football/teams/celtic/9791057/Celtic-reveal-costs-of-reconstruction-after-unveiling-three-year-shirt-sponsorship-deal-with-Magners.html|title= Celtic reveal costs of reconstruction after unveiling three-year shirt sponsorship deal with Magners|date=9 June 2013|work= The Daily Telegraph|accessdate=21 August 2013 }}</ref>
Magners will be on Celtic's shirts for three years starting from the [[2013–14 Celtic F.C. season|2013–14]] season.<ref>{{cite news|title=Celtic sign Magners shirt deal|url=http://www.breakingnews.ie/sport/soccer/celtic-sign-magners-shirt-deal-580552.html|accessdate=9 January 2013|newspaper=breakingnews.ie|date=9 January 2013}}</ref>
On 20 August 2013, Celtic wore the Tipperary Natural Mineral Water logo on the front of their shirts for their [[2013–14 UEFA Champions League qualifying phase and play-off round|UEFA Champions League]] first-leg clash with [[FC Shakhter Karagandy]] due to [[Kazakhstan]]'s restrictions on alcohol advertising. Celtic switched to Tipperary Water as it is also owned by the C&C Group.<ref>{{cite web|url= http://thescore.thejournal.ie/celtic-jerseys-tipperary-water-sponsor-1045649-Aug2013/|title= Why Celtic will wear jerseys with the Tipperary Water logo this afternoon|date=20 August 2013|work= The Score|accessdate=21 August 2013 }}</ref>
From [[2019 Cheltenham Gold Cup|2019]] until 2022, Magners will sponsor the [[Cheltenham Gold Cup]].<ref>{{cite web|url=https://www.independent.ie/sport/horse-racing/bulmers-agree-deal-to-sponsor-the-magners-cheltenham-gold-cup-for-four-years-37130853.html |title =Bulmers agree deal to sponsor the 'Magners Cheltenham Gold Cup' for four years|date=18 July 2019|work=Irish Independent|accessdate=15 March 2019}}</ref>
==See also==
*[[List of cider brands]]
==References==
{{Reflist}}
==External links==
* [http://magners.co.uk/ Official Magners website]
* [http://www.bulmers.ie/ Official Bulmers website]
{{Alcoholic drinks}}
[[Category:Brands of cider]]
[[Category:Irish ciders]]
[[Category:County Tipperary]]
[[Category:Clonmel]]
[[Category:Companies of the Republic of Ireland]]