Chilled draught Magners trialled

IRISH DRINKS company C&C, which owns Bulmers in Ireland and Magners in Great Britain, is trialling a super-chilled draught version of the cider in Irish pubs.

Marketing director Maurice Breen told The Publican​ that C&C has developed "a chilled product in Ireland with a two-stage pour, the second being a crystallised pour of cider which creates a virtual head".

The product has been in development for three years with bar-top technology company IMI, which was responsible for Coors' Brewers Arc technology.

Breen said C&C, as it stands, has no plans for a draught cider in Britain. "We are always investing in innovation. How large draught could be is something we need to look at," he said.

However, the new technology will fuel speculation surrounding draught cider launches because it removes the main obstacle to the serve - the fact that non-Irish customers accustomed to drinking chilled cider have been weaned on over-ice serves. Brands such as Magners and Bulmers argue they would expect the same on draught, but the presence of ice cubes would make it impossible to pull a full pint unless over-sized glasses are used.

Brand owners acknowledge that many customers find it a hassle trying to handle a pint glass and a bottle, and that draught cider would also be attractive to barstaff, decreasing the need to restock fridges.

Gaymer's senior brand manager Caroline Penney said: "Draught is something we are all aware of, and have the capability to do. We would have to serve it without ice, as they do in the Republic of Ireland. But ice is leading Britons into the category so we only want to go when consumers are ready."