National roll-out for Magners Light

Magners Light will begin its national roll-out from December with 15,000 free cases being offered to licensees who want to trial the low calorie cider brand in their pubs.

Magners Light, which has only previously been trialled in London, will be available from wholesalers across the UK in December with the first case free to encourage trials. C&C is to spend between £500-600,000 by the end of the year on promoting Magners Light.

"For licensees and anyone who wants to try it, we'll stand the cost of of the first case — it'll be available before Christmas," Magners managing director at C&C Group John Holberry told the Morning Advertiser.

"Magners Light is the kind of thing licensees have been looking for. It will roll out in 330ml bottles, which most women prefer to the pint size and has 92 calories per bottle — that's a 35% reduction in calories from Magners original, without a reduction in alcohol."

Holberry added that Magners Light will also benefit from "significantly more investment" next year with television advertising around programmes popular with women appearing from 10 December.