Magners' return to its Irish roots continues with packaging redesign

Redesign: The updated Magners packaging

Magners has brought back the traditional green associated with the brand when it launched in the UK in 2005 in a new packaging design.

The redesign by Fraser Reynolds at the Sketch Bureau is not a drastic change to previous designs, but the brand said it reinforces the Magners’ Irish heritage and "brings back the classic cider vat imagery inspired by Magners’ cider mill in Clonmel, Ireland". The brand hopes it will give the product greater stand-out-on-shelf on back bars and in fridges.

Paul Condron, marketing director at Magners GB, said: “It has been important to us to recapture the values at the heart of the Magners brand, while creating a new and contemporary look and feel to the packaging.

“The new design is more modern, but with references to the iconic cider vats that people will always associate with Magners.”

The packaging has begun rolling out on both on and off-trade channels and a new glass is available for on-trade outlets.

The redesign follows the launch earlier this year of Magners’ ‘Now is a Good Time’ brand positioning, which also aimed to recapture the roots and heritage of the brand when it launched in 2005.

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