Irish cider brand Magners has unveiled Magners Orchard Berries 4x500ml PMP can for the impulse channel in response to consumer demand for price-marked packs in the UK.
The new-look Magners Orchard Berries 4x500ml PMP (ABV 4%) will be available from November 2014 and is in response to the growing trend for the easy-to-carry PMP can format in the impulse channel.
Made from strawberries, raspberries and blackcurrants, Magners Orchard Berries was launched to the off-trade in August 2014.
Price-marked packs are relatively new to the alcohol market and since their introduction have become increasingly popular, up 15% in the impulse channel from 2012 to 2013 (Nielsen Scantrack – 160814).
The success of flavoured cider shows no sign of slowing down, experiencing a 57% growth increase over the last 12 months (Nielsen Scantrack – 160814).
“PMPs are becoming increasingly popular in the alcohol segment and the introduction of our new Orchard Berries PMP can is an opportunity for new drinkers to taste this great tasting cider,” said Ed Shoebridge, head of customer marketing at C&C Group.
The Magners Orchard Berries 4x500ml PMP can will retail for £5.49 in the UK impulse channels, and will be available from 1 November 2014.
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