Magners refreshes APAC look to tap into regional cider sales growth

16-Oct-2017 - Last updated on 16-Oct-2017 at 10:30 GMT

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Magners has taken its latest step to boost its business in APAC’s soaring cider market by ‘refreshing’ its look and introducing an exclusive new flavour.

The brand, owned by C&C International, has secured significant new distribution deals spanning Singapore, Indonesia, Taiwan, Japan and China in the past 18 months.

Its expansion drive comes on the back of promising forecasts for market growth across the region.

In China, cider / perry is projected to grow at a compound annual growth rate (CAGR) of 15% with sales set to reach 159,600 litres in 2021, according to Euromonitor.

In Indonesia, a CAGR of 27% in total volume is expected.

In Singapore, where C&C signed a new distribution partnership agreement with Interbev in September, cider sales are forecast to grow by 12% to 2021.

While the growing maturity of the category as well as stiff competition are key factors that have limited even further growth, total sales volume is still expected to reach 3 million litres to 2021, making it the fastest-growing category for alcoholic drinks in the country’s market.

Rebranding to reinforce growth and consolidate position

In this light, C&C has called in ‘reinforcements’ to expand its growth in the region by rebranding its range and launching a new flavour exclusive to Asia — Juicy Apple.

Magners range of ciders’ bottle labels, four-pack wrap and outer carton have all been redesigned, with the addition of a ring-pull cap.

According to Magners, the new cider is sweeter on the palette, similar to the taste of “the category drivers” in Asia-Pacific.

Creative agency Anthem, part of brand development group SGK, handled the redesign, which also included secondary packaging, marketing and promotion collateral and in-store point-of-sale displays as well.

“We needed a clear strategy to reposition the Magners brand in Asia-Pacific to create lasting connections with consumers. This was with a view to cement the leadership role of Magners (in the region),” says Edmund Chia, account manager, Anthem Worldwide (Singapore).

The refreshed product range and new cider is set for rollout within Australia, New Zealand, China, Hong Kong, Singapore, Taiwan, Thailand and Vietnam soon.