Magners
Magners is an Irish cider brand produced by C&C Group in County Tipperary and marketed internationally under the Magners name.
Last updated August 31, 2026
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Overview
Magners is an Irish cider brand produced in Clonmel, County Tipperary, by C&C Group. In Ireland, the same cider is sold under the Bulmers name; Magners is the international name because the Bulmers trademark is controlled for export purposes by H. P. Bulmer, the British cider maker. The two products are substantially the same cider, differentiated principally by branding and market. The brand traces its origins to 1935, when William Magner began commercial cider production after acquiring an orchard in Clonmel. Production initially operated at Thomas Murphy's brewery in Dowd's Lane. In 1937, H. P. Bulmer acquired a 50 percent stake, contributing production expertise and helping expand the business. Bulmer acquired the remaining share in 1946, after which the company became Bulmer's Ltd Clonmel. A trademark dispute and related corporate changes in the 1960s resulted in the Irish business being sold to Guinness and Allied Breweries, the parent company of Showerings, and renamed Showerings (Ireland) Ltd. The principal processing facility moved to Annerville, east of Clonmel, in 1965. The international Magners identity was developed in the late 1990s to overcome the export restrictions associated with the Bulmers name. The first Magners sales took place in Mallorca in May 1999, followed by Munich in July and the United Kingdom later that year, initially through Northern Ireland and selected British cities. The brand subsequently expanded across Europe and a broad group of overseas markets, including North America, Asia-Pacific and Australia. Its growth was closely associated with the serving ritual of pouring cider over ice, a presentation that helped distinguish Magners from traditional draught and packaged ciders and gave the brand a strong pub-market identity. Magners' range has expanded beyond its original cider. Major variants have included Magners Original, Magners Light, Magners Pear, Magners Berry, Magners Rosé and Magners Golden Draught. The portfolio has also included limited or market-specific flavored products, such as Spiced Apple & Honey, Pear & Ginger, Spiced Apple & Rhubarb and the Bulmers Forbidden Flavours line. The core cider is made from multiple apple varieties and is matured for an extended period before packaging. It has been sold in bottles, cans, draught formats and larger share-size containers. Marketing has played an important role in the brand's international profile. Magners has used sports sponsorship, music and comedy festivals, and major cultural events to associate the product with social occasions and contemporary Irish identity. Its sponsorships have included the Celtic League in rugby union, Dundee Football Club, the Edinburgh Festival Fringe, the Glasgow International Comedy Festival, Celtic Football Club and the Cheltenham Gold Cup. The brand also entered the United States in 2000 and benefited from a successful relaunch and distribution push in London during the mid-2000s, despite research suggesting that the cider category had limited near-term potential. Magners remains part of C&C Group's cider portfolio, with production centered in Clonmel and international marketing adapted to local trademark and alcohol-advertising requirements.
History
Commercial cider production associated with Magners began in 1935 in Clonmel, County Tipperary, when William Magner acquired an orchard and established a cider mill at Thomas Murphy's brewery in Dowd's Lane. The enterprise grew quickly, and in 1937 H. P. Bulmer acquired half of the business. Bulmer's production expertise helped increase output, and in 1946 it acquired the remaining interest. The Irish operation was subsequently known as Bulmer's Ltd Clonmel. The business became involved in a trademark and competitive dispute during the 1960s. H. P. Bulmer had developed a champagne-style perry that competed with Babycham, which was owned by Showerings. After Showerings successfully challenged the product in court, the Irish Bulmer's business was sold in 1964 to Guinness and Allied Breweries, the parent company of Showerings. It was renamed Showerings (Ireland) Ltd. The principal processing operation moved from central Clonmel to a new Annerville complex approximately five kilometres east of the town. The facility opened in 1965 and became the long-term production base for the Irish cider business. The Irish company retained the Bulmers name domestically, but H. P. Bulmer retained international rights to the Bulmer's trademark. This meant that the Irish cider required a separate export brand. The Magners concept was developed by Bulmers Ireland personnel Brendan McGuinness and Shane Whelan, who saw the expanding international Irish-pub trade as a natural channel for an Irish cider. Magners launched in Mallorca in May 1999 and Munich in July 1999, followed by a United Kingdom launch later in the year. The brand was initially distributed in Northern Ireland and selected English and Scottish cities before expanding throughout the United Kingdom and other international markets. A central element of Magners' identity was the recommendation that the cider be served over ice. This helped establish a distinctive consumption ritual and contributed to the brand's rapid recognition in the British on-trade. The brand's expansion also stimulated competitive responses, including Strongbow Sirrus, a smooth cider designed for serving over ice. Magners entered the United States in 2000 and later developed distribution across Europe, Australia, Canada, New Zealand, Japan, Hong Kong, Singapore, Thailand and other markets. During the 2000s and 2010s, the portfolio broadened from the original cider to include a low-calorie variant, pear cider, berry cider, draught products and seasonal or flavored offerings. The Irish business also produced Cidona and other soft drinks for a period; those soft-drink activities were sold to Britvic in 2007. In 2010, Magners introduced Berry and Golden Draught products, followed by additional flavored formats. In 2015, the Irish Bulmers operation introduced the Forbidden Flavours range. A packaging and product investment announced in 2017 brought copper-toned packaging and the sweeter Outcider product. The brand's ownership history eventually led to its present place within C&C Group, which operates the Bulmers/Magners cider business from County Tipperary. Magners has supported its international positioning through rugby, football, horse-racing, comedy and festival sponsorships. It remains an active cider brand, while the same core Irish product continues to be marketed domestically as Bulmers.
- 2019
Cheltenham Gold Cup sponsorship begins
[1]Magners began sponsoring the Cheltenham Gold Cup through 2022.
- 2017
Packaging refresh and Outcider launch
[1]A copper-toned visual identity was introduced alongside the sweeter Outcider product.
- 2015
Forbidden Flavours range launches
[1]Four flavored Bulmers ciders were introduced in Ireland.
- 2013
Celtic shirt sponsorship begins
[1]Magners became the principal shirt sponsor of Celtic Football Club.
- 2010
Berry and Golden Draught products introduced
[1]Magners expanded its range with a berry variant and an old-style draught cider.
- 2009
Magners Pear launches
[1]A pear-based cider was added to the product range.
- 2007
Soft-drink portfolio sold to Britvic
[1]The company's soft-drink activities, including Cidona, were sold to Britvic.
- 2004
Magners Light launches
[1]The brand introduced a lower-calorie cider variant.
- 1999
Magners launches outside Ireland
[1]The Magners name was introduced internationally, beginning in Mallorca and Munich before reaching the United Kingdom.
- 1965
Annerville processing complex opens
[1]The main processing operation moved to a new facility east of Clonmel.
Products and positioning
An Irish premium cider associated with refreshment, pub culture and serving over ice, with an international identity built around Irish provenance and broad flavor variety.
Cider · 1999
Magners Original
The core Magners cider, made from a blend of 17 apple varieties and fermented and matured before packaging. It is sold in bottles, cans and draught formats, and is strongly associated with being poured over ice. In Ireland, the substantially identical product is marketed as Bulmers Original.
Low-calorie cider · 2004
Magners Light
A lower-calorie version of the brand's cider introduced to provide an option for consumers seeking a lighter product within the Magners range.
Pear cider · 2009
Magners Pear
A pear-based cider introduced as part of Magners' move beyond its traditional apple-cider profile. It was marketed as Pear Cider in some contexts.
Flavored cider · 2010
Magners Berry
A berry-flavored cider combining the apple-cider base with blackcurrant, raspberry and strawberry flavors. The product was offered in licensed-trade bottles and supermarket cans.
Draught cider · 2010
Magners Golden Draught
A traditional-style, crisp cider developed primarily for the on-trade and served on tap. The wider Golden Draught program was accompanied by flavored variants such as Spiced Apple & Honey, Pear & Ginger and Spiced Apple & Rhubarb.
Sweet cider · 2017
Outcider
A sweeter cider launched in connection with the 2017 Bulmers packaging and investment program in Ireland. It represented an effort to extend the portfolio toward a sweeter taste profile.
Marketing campaigns
- 2019Cheltenham Gold Cup sponsorship
United Kingdom
Magners sponsored the Cheltenham Gold Cup, connecting the brand with British horse racing.
Outcome. The sponsorship ran from 2019 through 2022.
- 2013Celtic Football Club shirt sponsorship
United Kingdom
Magners became Celtic Football Club's principal shirt sponsor after the expiration of the club's agreement with Tennent's Lager.
Outcome. For a UEFA Champions League match in Kazakhstan, Celtic used the C&C-owned Tipperary Natural Mineral Water branding instead because of local restrictions on alcohol advertising.
- 2009Festival and comedy sponsorship program
United Kingdom · Singapore
Magners supported the Edinburgh Festival Fringe, Glasgow International Comedy Festival and comedy events in Singapore, including the King's and Queen of Comedy Asia.
- 2007Brighton Fringe sponsorship
United Kingdom
Magners sponsored the Brighton Fringe festival, associating the brand with live arts and cultural events.
- 2006Celtic League title sponsorship
Ireland · Scotland · Wales
Magners became title sponsor of the Celtic League rugby competition beginning with the 2006–07 season.
Outcome. The relationship continued through the 2010–11 season, when the competition expanded to include Italian teams.
- 2003Dundee Football Club sponsorship
Scotland
Magners sponsored Scottish football club Dundee F.C. from 2003 to 2005 as part of its sports-marketing activity.
Outcome. The sponsorship ended after the 2005 season.
Brand decisions
2017
Refresh the Bulmers packaging and extend the rangeStrategyBackground
The Irish Bulmers business undertook a reported €10 million investment program to update its market presentation and product offer.
Action taken
The business introduced copper-toned packaging and launched the sweeter Outcider product.
Investment. €10 million announced investment (2017)
2009
Enter the pear-cider segmentProduct launchBackground
Magners sought to broaden its product range beyond apple cider.
Action taken
Magners Pear was launched as a pear-based cider.
2004
Launch a lower-calorie ciderProduct launchBackground
The established cider range was expanded to address demand for a lighter product format.
Action taken
Magners Light was introduced.
1999
Create a separate international brandStrategyBackground
H. P. Bulmer retained international rights to the Bulmers trademark, preventing the Irish cider business from using that name for exports.
Action taken
The Irish business introduced Magners as the export name for its cider, beginning with selected European markets.
Aftermath
The Magners identity expanded across the United Kingdom and numerous overseas markets while the product continued to be sold as Bulmers in Ireland.
Sources1 sources
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