Comment: Magners' success once again rests on marketing

Can any product be worth the wait we've had for Magners Pear?

The cider's maker, C&C, has officially confirmed that it is to launch a pear variant (see below), but exactly why has the group allowed your pear-craving customers to get so thirsty?

The answer they gave some months ago, back when The Publican first revealed C&C was planning the launch, was that the product needed to be absolutely right. It had to be developed and tested to a point where it was guaranteed to be "best in class" before launching, C&C told me.

It is unlikely, though, that the liquid on its own will be so flavoursome, so pear-y, so perfect that it will win over drinkers loyal to other pear brands that got into the burgeoning market more speedily.

Anyone who has followed modern cider's story will know that, rather than the drink itself, the decisive factor will be marketing. But C&C could have given a pear cider solid support at any time. The problem is it didn't get in early, and its late entry to a crowded category can only give advertising for Magners Pear less chance of success.

It all adds up to the 'desire for perfection' argument not seeming credible. The truth almost certainly lies in a certain John Dunsmore.

The former Scottish & Newcastle (S&N) chief joined C&C as chief exec in November, with Magners Pear already on the cards. He has a reputation for executing ideas, rather than coming up with them.

There is a story that, back at S&N, Dunsmore was against purchasing the Bulmers portfolio. Despite his misgivings, he steered Bulmers Original and Strongbow to compete with the Magners behemoth. It seems pushing through Magners Pear is his first act in attempting to deliver a well-marketed new product to help resurrect Magners' fortunes.

Time will tell if he is too late.