Wednesday 16 January 2008

Magners fizzing out


Now, Magner's cider, thanks to some slick ad work and a nice summer a couple of years ago, cleaned up on the under-age drink market (who else drinks cider, really?). Displacing Strongbow et al from our pubs.

However, the worm has turned and the company is now in serious trouble, with perhaps its future in doubt. None of this really bothers me that much.

What has always got to me though is the advertising. Going on about the traditions of Irish cider making. What traditional Irish cider making, there is not any. Cider is an English drink from the West Country and the South.

So methinks that the world has come to its senses and decided the Magner's was not the magnificence it proclaimed.

14 comments:

Old BE said...

It's amazing how quickly people were "taken in" by Magners and how quickly people went off it. It seemed a novelty to lots of people (because of the bottle and serving it with ice) but then they realised that actually they didn't really like the taste.

Anything Irish has a bit of rural nostalgia about it in marketing terms!

I prefer Breton cider myself. Lovely stuff.

Nick Drew said...

there is another amusing aspect to this: the Magners advertising in the UK is high-quality, aspirational stuff, aiming at the bright young things, ABC1 or even just AB in admanspeak

but if you've ever encountered it on home territory in Old Oireland, you'll know it's squarely associated with, how shall we put it, a rather different demographic ...

Old BE said...

Indeed ND, indeed!

Also entertaining is that Scottish & Newcastle own the Bulmers trademark in the UK so they can't call it that (hence the invented Magners brand). S&N are selling an almost identical product under their Bulmers brand.

Mark Wadsworth said...

Thanks for clearing that up. It did strike me as a bit strange that all of a sudden cider was being passed off as a traditional Irish invention.

If I really have to drink cider, then it's White Lightening for me.

M said...

Magners is a case study in successful marketing, take a low quality product, deliver it in a way that masks the shortcomings in its quality, develop a premium image and then reinforce it all via a consumption ritual.

Start with the basic product, it’s a cheap made from concentrate cider, it’s not a “real” cider made from actual pressed apples, it’s made from a fruit concentrate. Anybody who has actually tried cider made straight from pressed apples will notice that it’s not luminous. Lots of expensive faux-pedigree advertising raises awareness, creates a brand image and stimulates initial demand. The serve over ice thing, hides the low quality by making it very cold, it also means you can’t fit a full bottle in your glass, so the distinctive bottle features prominently in the drinking experience, it sits on the table with you throughout exposing the brand to others. Finally the whole thing becomes something of a ritual, pouring over ice, the big bottle sitting on the table, topping up the glass later etc.

Anonymous said...

I was at a talk by the British expert on apples. "1066 was a great year in English history.... marking the introduction Of Norman cider apples".

Anonymous said...

I am old enough to remember home brewed cider from The Forest of Dean.It could destroy a six inch nail and the smell was foul!!

I never drank it though it was too dangerous.

Nick Drew said...

now we're tapping (no pun intended) the true expertise of the C@W readership !

James Higham said...

Cider is an English drink ...

Right on - and next they'll be calling Scrumpy French.

CityUnslicker said...

I am with ND - clearly I need to do more alcohol inspired posts...

Ellee Seymour said...

I prefer still Aspell's cider from Suffolk, it's really scrummy.

Anonymous said...

I thought it was ok.

Anonymous said...

aaaa片, 免費聊天, 咆哮小老鼠影片分享區, 金瓶梅影片, av女優王國, 78論壇, 女同聊天室, 熟女貼圖, 1069壞朋友論壇gay, 淫蕩少女總部, 日本情色派, 平水相逢, 黑澀會美眉無名, 網路小說免費看, 999東洋成人, 免費視訊聊天, 情色電影分享區, 9k躺伯虎聊天室, 傑克論壇, 日本女星杉本彩寫真, 自拍電影免費下載, a片論壇, 情色短片試看, 素人自拍寫真, 免費成人影音, 彩虹自拍, 小魔女貼影片, 自拍裸體寫真, 禿頭俱樂部, 環球av影音城, 學生色情聊天室, 視訊美女, 辣妹情色圖, 性感卡通美女圖片, 影音, 情色照片 做愛, hilive tv , 忘年之交聊天室, 制服美女, 性感辣妹, ut 女同聊天室, 淫蕩自拍, 處女貼圖貼片區, 聊天ukiss tw, 亞亞成人館, 777成人, 秋瓷炫裸體寫真, 淫蕩天使貼圖, 十八禁成人影音, 禁地論壇, 洪爺淫蕩自拍, 秘書自拍圖片,

做愛的漫畫圖片, 情色電影分享區, 做愛ㄉ影片, 丁字褲美女寫真, 色美眉, 自拍俱樂部首頁, 日本偷自拍圖片, 色情做愛影片, 情色貼圖區, 八國聯軍情色網, 免費線上a片, 淫蕩女孩自拍, 美國a片, 都都成人站, 色情自拍, 本土自拍照片, 熊貓貼圖區, 色情影片, 5278影片網, 脫星寫真圖片, 粉喵聊天室, 金瓶梅18, sex888影片分享區, 1007視訊, 雙贏論壇, 爆爆爽a片免費看, 天堂私服論壇, 情色電影下載, 成人短片, 麗的線上情色小遊戲, 情色動畫免費下載, 日本女優, 小說論壇, 777成人區, showlive影音聊天網, 聊天室尋夢園, 義大利女星寫真集, 韓國a片, 熟女人妻援交, 0204成人, 性感內衣模特兒, 影片, 情色卡通, 85cc免費影城85cc, 本土自拍照片, 成人漫畫區, 18禁, 情人節阿性,

Anonymous said...

情色電影, aio交友愛情館, 言情小說, 愛情小說, 色情A片, 情色論壇, 色情影片, 視訊聊天室, 免費視訊聊天, 免費視訊, 視訊美女, 視訊交友, ut聊天室, 視訊聊天, 免費視訊聊天室, a片下載, av片, A漫, av dvd, av成人網, 聊天室, 成人論壇, 本土自拍, 自拍, A片, 愛情公寓, 情色, 舊情人, 情色貼圖, 情色文學, 情色交友, 色情聊天室, 色情小說, 一葉情貼圖片區, 情色小說, 色情, 色情遊戲, 情色視訊, 情色電影, aio交友愛情館, 色情a片, 一夜情, 辣妹視訊, 視訊聊天室, 免費視訊聊天, 免費視訊, 視訊, 視訊美女, 美女視訊, 視訊交友, 視訊聊天, 免費視訊聊天室, 情人視訊網, 影音視訊聊天室, 視訊交友90739, 成人影片, 成人交友,

免費A片, 本土自拍, AV女優, 美女視訊, 情色交友, 免費AV, 色情網站, 辣妹視訊, 美女交友, 色情影片, 成人影片, 成人網站, A片,H漫, 18成人, 成人圖片, 成人漫畫, 情色網, 日本A片, 免費A片下載, 性愛, 成人交友, 嘟嘟成人網, 成人電影, 成人, 成人貼圖, 成人小說, 成人文章, 成人圖片區, 免費成人影片, 成人遊戲, 微風成人, 愛情公寓, 情色, 情色貼圖, 情色文學, 做愛, 色情聊天室, 色情小說, 一葉情貼圖片區, 情色小說, 色情, 寄情築園小遊戲, 色情遊戲, 情色視訊,