Magners asks drinkers to decide new flavour

A poll of consumers on social networking website Facebook is helping to determine the flavour of a new Magners product to be released next summer.

John Dunsmore, chief executive of Magners parent company C&C got the trade guessing last week when he told The Publican​ that there would be a "new brand proposition" from Magners in 2010 but would not go into specifics. Sources among rival cider producers expect it to be a mixed fruit variety.

However, the poll on Facebook has thrown up suggestions from drinkers including raspberry, cranberry and watermelon.

Magners was widely criticised when its pear variant was beaten to market by many of its competitors, with Magners Pear finally being launched in March last year.

A spokesman for one of Magners' rivals in the flavoured cider market said: "Magners was chastised for being late to market with pear. They are not going to make the same mistake twice."

The success of the new product will be largely shaped by its new advertising partner, the responsibility for which is currently in the process of changing hands. The contract is up for renewal and agencies are busy pitching for the lucrative contract.

Rob Calder, Magners marketing manager, said: "We're always keen to engage our consumers online and this initiative on Facebook is one which came out of an online debate. We will continually interact with Magners drinkers to find out what motivates them and build ideas.

"We currently have no plans to introduce any new products however innovation is extremely important to our business and the NPD team is always exploring options."