Magners has been the big drinks success of the last few years but its makers, Ireland's C&C Group, will be aware that fashion is a big element in drinking patterns among young adults across the British Isles.
For many UK drinkers, Magners filled the gaping hole in the market left by the end of the fashion for the alcopops, PPS (premium packaged spirits) or RTD (ready to drinks). In other words, Bacardi Breezer, Smirnoff Ice, WKD and the like. Remember Hooper's Hooch, the 'alcoholic lemonade' of the mid-1990s?
Brand fashion has even tweaked established markets like ale, where Caffrey's (also marketed as 'Irish', interestingly enough) had an extraordinary run of success in the 1990s.
Whether cider is back for good as a stronger category is debatable. The cider market has fluctuated over the decades. In their day, the designer ciders (Diamond White, K) were the 'brand in the hand' favourites. But drinks companies will have noticed the old-fashioned advertising for Magners. This has a quality message - "Magners Irish Cider: time, dedicated to you" - rather than the usual quirky, comic positioning for a beer or cider.
Where to next in fashion drinks? Apart from C&C, the biggest UK cider makers (Bulmers, owned by Scottish & Newcastle, and Constellation Brands) will do their best to keep the cider momentum going, but who is to say what comes next for a revival? Ginger wine, anyone?
12 October 2006
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