Magners
Irish cider sold as Magners outside Ireland, served over ice.
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Magners Irish Cider is a cider brand made by the C&C Group in County Tipperary, Ireland. The range includes Original, Light, Berry, Pear, and Rosé. In Ireland, the same product is sold as Bulmers Irish Cider; everywhere else, it is called Magners.
History
Commercial cider production in Clonmel, South Tipperary, began in 1935 when local man William Magner bought an orchard from Mr. Phelan and set up a cider mill at a former brewery on Dowd's Lane. In 1937, English cider maker H. P. Bulmer bought half the business, boosting production. In 1946, it bought the other half and renamed the company Bulmer's Ltd Clonmel. H. P. Bulmer held the international rights to the Bulmer's trademark, so exports went through the parent company.
In the 1960s, H. P. Bulmer made a "champagne perry" that competed with Babycham. Showerings Ltd sued, and H. P. Bulmer lost. In 1964, it was forced to sell Bulmer's Clonmel to Guinness and Allied Breweries, Showerings' parent.
The company became Showerings (Ireland) Ltd. Soon after, main processing moved to a new complex in Annerville, five kilometres east of Clonmel, opened in 1965 by Taoiseach Seán Lemass. Today, the Bulmers/Magners arm of C&C Group employs over 470 people and is a key part of Clonmel's economy. The company also once made Cidona, a soft drink, sold to Britvic in 2007.
Brand
Because H. P. Bulmer kept the right to sell its own Bulmer's worldwide, C&C Group needed a new name for international sales. Brendan McGuinness and Shane Whelan at Bulmers Ireland developed the Magners concept, seeing Irish pubs abroad as a natural market. Magners first sold in Mallorca, Spain, in May 1999, then Munich, Germany, in July 1999.
It entered the UK in late 1999, starting in Northern Ireland, then London, Glasgow, Birmingham, and Cardiff. Irish Bulmers and Magners are identical except for the name. They are made from 17 apple varieties, with glucose syrup, E colours, and sulphites added. The cider is fermented and matured for up to two years.
It comes in 330 ml, 440 ml, pint, litre, and 750 ml bottles, 500 ml cans, and is served over ice. It is also on draught in most Irish bars and some Scottish bars. Initially available only in Spain, Northern Ireland, and Scotland, Magners grew in popularity through the 2000s, reaching the UK, Europe, Australia, Canada, New Zealand, Japan, Hong Kong, Singapore, Thailand, and the US.
Lore & Background
Commercial cider production began in Clonmel, South Tipperary, in 1935 by local man William Magner, who bought an orchard from Mr Phelan and established a cider mill on the site of Thomas Murphy's brewery. In 1937, English cider-makers H. P. Bulmer purchased a 50% share, using their expertise to increase production. By 1946, Bulmer's bought the remaining 50%, renaming the company Bulmer's Ltd Clonmel. H.P. Bulmer retained international rights to the Bulmer's trademark, so exports were handled by the parent company.
In the 1960s, H. P. Bulmer produced a 'champagne perry' that competed with Babycham; Showerings Ltd challenged this in court, and H.P. Bulmer lost. In 1964, Bulmer's Clonmel was forced to sell to Guinness and Allied Breweries, parent company of Showerings, and the company became Showerings (Ireland) Ltd. Main processing moved to a new complex at Annerville, five kilometres east of Clonmel, opened in 1965 by Taoiseach Seán Lemass. Today the Bulmers/Magners arm of C&C Group employs over 470 people.
Reader's Guide
Magners' significance lies in its role as a global ambassador for Irish cider, leveraging the international growth of Irish pubs to establish a market outside Ireland. The brand was developed by Brendan McGuinness and Shane Whelan of Bulmers Ireland, who saw the natural market for Irish cider abroad. Magners was first sold in Mallorca in May 1999, then Munich, and later the UK, where it was launched in Northern Ireland in late 1999. Its marketing as a cider poured over ice proved highly influential, prompting competitors like Scottish & Newcastle to introduce Strongbow Sirrus in 2005.
Magners' relaunch in London in 2005 defied expectations of a declining cider market, becoming the leading bottled alcohol brand in London within 18 months. The brand has sponsored major events including rugby's Celtic League (2006–07 to 2010–11), the Brighton Fringe, the Edinburgh Festival Fringe, the Glasgow International Comedy Festival, and the Cheltenham Gold Cup (2019–2022). It also served as main jersey sponsor for Celtic F.C. from the 2013–14 season. The cider is made from 17 varieties of apples with added glucose syrup, E colours, and sulphites, fermented and matured for up to two years.
Did You Know?
- Magners Light, a low-calorie version, was released in 2004.
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Sources
Compiled from Wikipedia and the sources listed below. Text from Wikipedia is available under CC BY-SA 4.0; this entry is adapted from it.
- Wikipedia: Magners (CC BY-SA 4.0).
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