'DON'T QUOTE ME ON THAT'

Each month a senior buyer from our

panel talks anonymously and candidly about the latest brand developments

Like so much of life the answer is that Magners is similar to the famous curate's egg - good in parts.

What good has it done for the trade?

Clearly Magners has revitalised the cider and, therefore, the long-drink market. More people are attracted into the pub to experience the refreshment of a pint of it.

In addition, Magners has introduced a new "theatre" to the pub experience, as long as pubs can keep up with the ice supply needed - sadly, many of them can't.

The brand advertising is bright, cheerful and engaging, with most of it set in an on-trade environment. The TV ads have depicted drinkers in either a summer beer garden or inside a busy winter pub. That is a great, positive message: "Go to the pub, have a good time and enjoy Magners."

But on the negative side, pub companies will tell you that Magners, or more precisely its owner C&C, is hard work to deal with. It is said to have a high-handed manner and seems infuriatingly reluctant to invest in in-outlet promotional activity.

That's bad news for licensees as it makes it harder to get PoS and branded glassware, which, in turn, makes it harder for them to gain any advantage over supermarkets.

From a retailer's point of view the margins on Magners

can be fantastic, but the storage of dozens of full cases and piles of empty bottles can present a practical problem, particularly when allied with the ice-supply problem mentioned above.

In conclusion, though, you have to say that the positives win by a mile.

C&C may not have legions of fans among pub company buyers, but they have certainly brought smiles to many licensees and customers.