Coca-Cola Amatil adds Magners to its cider portfolio
Coca-Cola Amatil has announced it's adding Australia’s number one Irish cider to its leading alcohol beverages portfolio - Magners Cider.
A new agreement with C&C Group, owner of the Magners brand, comes into effect on July 1. It comes 12 months after the two companies signed a long-term strategic partnership for the New Zealand market, following the success of an initial arrangement, penned back in 2014.
The addition of the Magners brand further strengthens Amatil’s beer and cider range, which already includes premium Swedish cider Rekorderlig, local Australian craft cider Pressman’s, US craft cider brand Angry Orchard, as well as leading international and local beers Miller, Coors and the Yenda craft range.
Judd Michel, Director Beer and Cider, said: “Our long-term beer and cider strategy is built on the foundations of sustainable, collaborative brand partnerships that allow us to offer our customers the best local and international brands to meet their customers’ needs. Magners complements our current cider portfolio and enhances our total cider offering to customers and consumers alike.
“It’s been well received by our new nationwide team of expert beer and cider merchants and we’re looking forward to seeing what we can do with the newly refreshed brand.”
Conor Hardy, C&C Group’s Regional Director for Asia Pacific, said: “We are delighted to build on our already successful partnership with the Coca-Cola Amatil Group. We are very optimistic about the future of Magners in Australia, and this new partnership will allow us to work together to develop and sustain meaningful long term market growth for the brand.”
The agreement covers Magners Original (330ml and 568ml bottles and draught), Magners Pear (568ml bottles) and Magners Blonde (330ml).