Opinion: Strong on draught

The move by Magners to draught has been expected for some time. A few mugs like myself thought the brand might resist it, keeping its strong 'pint bottle over ice' USP. But the lure of the greater margins that draught provides has proved too strong to resist.

The news that might have surprised a number of people was the kegging and distribution deal with Coors Brewers. As a result of it, Magners Draught will be seen on T-Bars and Coors Cold Beer Stations, alongside Carling, Grolsch and Coors Fine Light. Perhaps now C&C, owner of Magners, will feel it is in a position to properly challenge Strongbow.

But the big winner in this is Coors. In recent years the Burton-based brewing giant and others have floundered in the wake of Scottish & Newcastle's clever strategy of approaching pubcos with a strong portfolio. Having one power brand like Carling to flog to retailers has become less compelling than having a strong set of lagers, coupled with the number one ale and cider brands.

Coors has been finding itself in an increasingly vulnerable position as its reliance on Carling has failed to reap long-term dividends. However, new strategies have emerged - not least the decision to accept three million hectolitres worth of under-licence brewing from S&N last year. But the need to grow its portfolio has been pressing.

And now with Magners in tow Coors can face the market, in the words of one pub company buyer, with "more credibility". And I, for one, think there is more to come from Coors in this direction.