Magners has set out a battle plan for its newly-formed range that it hopes will see it arrest declining sales and become a "one-stop shop for cider".
With Magners' sales slumping 24 per cent year-on-year in the three months to the end of November 2008, and its share of the cider market down three per cent in the year, new initiatives have been announced to help establish brand extensions to Magners Original on the national stage.
Its hopes rest with a portfolio that now includes Magners Pear, launched this month, and Magners Draught, launched last May, as well as health-conscious products Magners Light and Magners Mid-Strength.
A consumer advertising campaign for Magners Pear will begin in May, comprising TV, outdoor and digital adverts.
A programme of point-of-sale material, bar staff training and incentives will be created to accompany the Magners Pear campaign.
An ad campaign has been promised for later in the year to support Magners Draught. Magners also stressed the importance of an ongoing sampling campaign for the brand.
Over 500,000 new branded pint glasses are to be distributed to pubs to further promote the Magners portfolio.
Magners claims the nucleation of the new glasses is an improvement on existing glasses, a factor which will aid perfect serve.
Magners managing director John Holberry said: "We have to recognise we have been a bit behind the times with new product development, and that we are not driving category growth in the way we have in the past.
"We can move away from being just about Magners Original and become a one-stop shop for cider.
"We need to get consumers to reappraise Magners as a whole as a strong brand on the front foot with innovation."