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Magners Irish Cider is a brand of hard
cider Cider ( ) is an alcoholic beverage made from the fermented juice of apples. Cider is widely available in the United Kingdom (particularly in the West Country) and the Republic of Ireland. The UK has the world's highest per capita consumption, ...
produced in
County Tipperary County Tipperary ( ga, Contae Thiobraid Árann) is a county in Ireland. It is in the province of Munster and the Southern Region. The county is named after the town of Tipperary, and was established in the early 13th century, shortly after ...
in
Ireland Ireland ( ; ga, Éire ; Ulster-Scots: ) is an island in the North Atlantic Ocean, in north-western Europe. It is separated from Great Britain to its east by the North Channel, the Irish Sea, and St George's Channel. Ireland is the s ...
by the
C&C Group C&C Group plc (known prior to its flotation as Cantrell & Cochrane Limited) is an Irish manufacturer, marketer and distributor of alcoholic drinks, particularly cider, and soft drinks. It has production facilities across Ireland, Great Britain ...
. 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 Ireland ( ga, Éire ), also known as the Republic of Ireland (), is a country in north-western Europe consisting of 26 of the 32 counties of the island of Ireland. The capital and largest city is Dublin, on the eastern side of the island. ...
, although the product is no longer owned by
H. P. Bulmer H.P. Bulmer is a cider-making company founded in 1887 in Hereford, England. The company's two principal brands are its own Bulmers cider, which is sold worldwide, and Strongbow, which is sold across Europe, the US & Canada, Oceania and Ea ...
; it is sold as Magners in all other markets.


History

Commercial cider production was started in
Clonmel Clonmel () is the county town and largest settlement of County Tipperary, Ireland. The town is noted in Irish history for its resistance to the Cromwellian army which sacked the towns of Drogheda and Wexford. With the exception of the townla ...
,
South Tipperary South Tipperary ( ga, Tiobraid Árann Theas) was a county in Ireland. It was part of the South-East Region and was also located in the province of Munster. It was named after the town of Tipperary and consisted of 52% of the land area of t ...
, in the then
Irish Free State The Irish Free State ( ga, Saorstát Éireann, , ; 6 December 192229 December 1937) was a state established in December 1922 under the Anglo-Irish Treaty of December 1921. The treaty ended the three-year Irish War of Independence between ...
, in 1935 by local man William Magner. 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 H.P. Bulmer is a cider-making company founded in 1887 in Hereford, England. The company's two principal brands are its own Bulmers cider, which is sold worldwide, and Strongbow, which is sold across Europe, the US & Canada, Oceania and Ea ...
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.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 "champagne perry" product in direct competition with
Babycham Babycham () is the trade name of a light (6% ABV), sparkling perry invented by Francis Showering, a brewer in Shepton Mallet in Somerset, England. The name was owned by Accolade Wines until December 2021 when it was bought back into the Showeri ...
, owned by Showerings Ltd of
Shepton Mallet Shepton Mallet is a market town and civil parish in the Mendip District of Somerset, England, some south-west of Bath, south of Bristol and east of Wells. It had an estimated population of 10,810 in 2019. Mendip District Council is based ...
. 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, 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 The Taoiseach is the head of government, or prime minister, of Ireland. The office is appointed by the president of Ireland upon the nomination of Dáil Éireann (the lower house of the Oireachtas, Ireland's national legislature) and the of ...
,
Seán Lemass Seán Francis Lemass (born John Francis Lemass; 15 July 1899 – 11 May 1971) was an Irish Fianna Fáil politician who served as Taoiseach and Leader of Fianna Fáil from 1959 to 1966. He also served as Tánaiste from 1957 to 1959, 1951 to 1954 ...
. Today the Bulmers/Magners arm of
C&C Group C&C Group plc (known prior to its flotation as Cantrell & Cochrane Limited) is an Irish manufacturer, marketer and distributor of alcoholic drinks, particularly cider, and soft drinks. It has production facilities across Ireland, Great Britain ...
employs more than 470 people and is a substantial part of the economic infrastructure of Clonmel. The company also once produced
Cidona Cidona is an Irish apple-based soft drink that has been on sale since 1955. It is popular in Ireland and has some sales in the United Kingdom. It was once produced by cider producers Bulmers (part of C&C) and comes in a distinctive green bot ...
, a popular soft drink in Ireland which, along with all of the company's other soft drinks, was sold to
Britvic Britvic plc is a British producer of soft drinks based in Hemel Hempstead, England. It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index. It produces soft drinks under its own name, and several other brands. Hist ...
in 2007.


Brand

The success of Bulmers cider in
Ireland Ireland ( ; ga, Éire ; Ulster-Scots: ) is an island in the North Atlantic Ocean, in north-western Europe. It is separated from Great Britain to its east by the North Channel, the Irish Sea, and St George's Channel. Ireland is the s ...
led to the development of the Magners brand to market the company's cider outside the
Republic of Ireland Ireland ( ga, Éire ), also known as the Republic of Ireland (), is a country in north-western Europe consisting of 26 of the 32 counties of the island of Ireland. The capital and largest city is Dublin, on the eastern side of the island. ...
. 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 Mallorca, or Majorca, is the largest island in the Balearic Islands, which are part of Spain and located in the Mediterranean. The capital of the island, Palma, is also the capital of the autonomous community of the Balearic Islands. The Bale ...
in Spain was the first market to sell Magners in May 1999, followed by
Munich Munich ( ; german: München ; bar, Minga ) is the capital and most populous city of the German state of Bavaria. With a population of 1,558,395 inhabitants as of 31 July 2020, it is the third-largest city in Germany, after Berlin and ...
in Germany in July 1999. Magners was first sold in the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and ...
in late 1999 when the brand was launched in
Northern Ireland Northern Ireland ( ga, Tuaisceart Éireann ; sco, label=Ulster Scots dialect, Ulster-Scots, Norlin Airlann) is a part of the United Kingdom, situated in the north-east of the island of Ireland, that is #Descriptions, variously described as ...
. C&C established the trade mark by selling to wholesalers and retailers in
London London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary dow ...
,
Glasgow Glasgow ( ; sco, Glesca or ; gd, Glaschu ) is the most populous city in Scotland and the fourth-most populous city in the United Kingdom, as well as being the 27th largest city by population in Europe. In 2020, it had an estimated popu ...
,
Birmingham Birmingham ( ) is a city and metropolitan borough in the metropolitan county of West Midlands in England. It is the second-largest city in the United Kingdom with a population of 1.145 million in the city proper, 2.92 million in the We ...
and
Cardiff Cardiff (; cy, Caerdydd ) is the capital city, capital and List of urban areas in the United Kingdom, largest city of Wales. It forms a Principal areas of Wales, principal area, officially known as the City and County of Cardiff ( cy, Dinas a ...
. 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 and sulphites added for flavouring, colour and as preservative), fermented and matured for up to two years. It is available in 330 ml, 440ml,
pint The pint (, ; symbol pt, sometimes abbreviated as ''p'') is a unit of volume or capacity in both the imperial and United States customary measurement systems. In both of those systems it is traditionally one eighth of a gallon. The British impe ...
, litre and 750 ml bottles and 500 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,''Independent''
New Zealand, Japan, Hong Kong, Singapore, Thailand and the United States.Brankweek, 5 June 2000
/ref> In 2004, ''Magners Light'', which is a low calorie version of the cider, was released. In 2011, the Bulmers Light pint bottle was launched. In March 2009, a new
perry Perry, also known as pear cider, is an alcoholic beverage made from fermented pears, traditionally the perry pear. It has been common for centuries in England, particularly in Gloucestershire, Herefordshire, and Worcestershire. It is also mad ...
(marketed as "Pear Cider") called ''Magners Pear'' was launched. 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" bottle in the licensed trade, and 440ml cans in supermarkets. 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 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, Juicy Pear. In March 2017, Bulmers, as part of a €10 million investment, launched a new copper-toned packaging on its bottles and cans, which are inspired by the warm tones of the liquid colour of the cider. As part of this new branding, a new sweeter cider called ''Outcider'' was also launched.


Marketing

Typically, Magners is advertised as being poured over ice. Drinking cider with ice mirrors the move towards chilled and "extra-cold" beers. Magners' success led to the UK's cider market-leader
Scottish & Newcastle Scottish & Newcastle plc was a brewing company headquartered in Edinburgh, Scotland, which expanded from its home base to become an international business with beer volumes growing almost tenfold. The company was listed on the London Stock Exc ...
introducing Strongbow Sirrus in summer 2005, a smooth version of its 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. Magners made its introduction to the United States in 2000, since then Magners Original Irish Cider has been a top selling cider in many major markets around the world. Magners began to research the possibility of relaunching its Irish cider in London in 2005. Specialist made it clear that hard cider was a declining market which had little potential. Within 18 months after its relaunch Magners was not only the leading bottled alcohol brand in
London London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary dow ...
, but it was a favorite among younger people. The Magners brand was the title sponsor of
rugby union Rugby union, commonly known simply as rugby, is a close-contact team sport that originated at Rugby School in the first half of the 19th century. One of the two codes of rugby football, it is based on running with the ball in hand. In it ...
's
Celtic League The Celtic League is a pan-Celtic organisation, founded in 1961, that aims to promote modern Celtic identity and culture in Ireland, Scotland, Wales, Brittany, Cornwall and the Isle of Man – referred to as the Celtic nations; it places part ...
beginning in 2006–07, when the league featured the top teams from Ireland,
Wales Wales ( cy, Cymru ) is a country that is part of the United Kingdom. It is bordered by England to the east, the Irish Sea to the north and west, the Celtic Sea to the south west and the Bristol Channel to the south. It had a population in ...
and
Scotland Scotland (, ) is a country that is part of the United Kingdom. Covering the northern third of the island of Great Britain, mainland Scotland has a border with England to the southeast and is otherwise surrounded by the Atlantic Ocean to ...
, and ending with the 2010–11 season, the first in which the league included teams from Italy. Magners sponsored the 2007 Brighton Fringe festival. 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 The Edinburgh Festival Fringe (also referred to as The Fringe, Edinburgh Fringe, or Edinburgh Fringe Festival) is the world's largest arts and media festival, which in 2019 spanned 25 days and featured more than 59,600 performances of 3,841 dif ...
and is the main sponsor of the
Glasgow International Comedy Festival Glasgow International Comedy Festival is a comedy festival in Glasgow, Scotland. The comedy festival started in 2002 and is held annually in March in venues across the city. The festival is supported financially by Glasgow City Council and sinc ...
. This has also extended to
Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, bor ...
, 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
Tennent's Lager Tennent Caledonian is a brewery based in Glasgow, Scotland. The Wellpark Brewery is situated in the city's East End, between the Townhead and Dennistoun districts along Duke Street. It was founded in 1740 on the bank of the Molendinar Burn b ...
as the main jersey sponsor for Celtic F.C. when that contract expired. Magners will be on Celtic's shirts for three years starting from the 2013–14 season. On 20 August 2013, Celtic wore the Tipperary Natural Mineral Water logo on the front of their shirts for their
UEFA Champions League The UEFA Champions League (abbreviated as UCL, or sometimes, UEFA CL) is an annual club football competition organised by the Union of European Football Associations (UEFA) and contested by top-division European clubs, deciding the competi ...
first-leg clash with
FC Shakhter Karagandy Football Club Shakhter ( kk, "Шахтер" футбол клубы, Shakhter fýtbol klýby), commonly referred to as FC Shakhter Karagandy ( kk, Қарағанды/Qarağandı ; Russian: Караганда/Karaganda), is a professional footb ...
due to
Kazakhstan Kazakhstan, officially the Republic of Kazakhstan, is a transcontinental country located mainly in Central Asia and partly in Eastern Europe. It borders Russia to the north and west, China to the east, Kyrgyzstan to the southeast, Uzbeki ...
's restrictions on alcohol advertising. Celtic switched to Tipperary Water as it is also owned by the C&C Group. From
2019 File:2019 collage v1.png, From top left, clockwise: Hong Kong protests turn to widespread riots and civil disobedience; House of Representatives votes to adopt articles of impeachment against Donald Trump; CRISPR gene editing first used to experim ...
until 2022, Magners will sponsor the
Cheltenham Gold Cup The Cheltenham Gold Cup is a Grade 1 National Hunt horse race run on the New Course at Cheltenham Racecourse in England, over a distance of about 3 miles 2½ furlongs (3 ...
.


See also

* List of cider brands


References


External links


Official Magners website

Official Bulmers website
{{Alcoholic drinks Brands of cider Irish ciders County Tipperary Clonmel Companies of the Republic of Ireland