Magners

When it comes to cider, the refreshing fermented fruit beverage, one name that stands out with over 89 years of rich history is Magners. Known as Bulmers in Ireland, this brand was founded in 1935 in Clonmel, County Tipperary, Ireland, by William Magner.

Before we dive into the story of Magners, let's briefly understand what cider is. Cider is an alcoholic beverage made from fermented fruit juice, most commonly apples, though some are made from other fruits like pears or mixed fruits. During the fermentation process, the sugars in the fruit are naturally converted into alcohol, giving cider a distinct flavor different from regular fruit juice, combining sweetness with a pleasant tartness and a characteristic fruity aroma.

Born from Apple Orchards in Clonmel

The story of Magners began in 1935 when William Magner, a local entrepreneur, founded his cider business inspired by the abundant apple orchards surrounding Clonmel. William saw an opportunity to produce high-quality cider. He purchased an apple orchard from Mr. Phelan, a local grower, and established the first cider company in the town.

Magners cider is uniquely crafted from 17 different apple varieties, each meticulously selected. The apples are then pressed for juice and fermented for several months to achieve Magners' signature sweet-and-sour, refreshing taste with an intense, characteristic apple aroma. It boasts an alcohol content of 4.5% ABV (Alcohol by Volume).

Acquisition and Distinctive Marketing

In 1937, HP Bulmer, a renowned British cider company, acquired 50% of William Magners shares. This partnership allowed Magners cider to significantly expand its reach beyond the local area. However, after nearly a decade of successful collaboration, William decided to sell his remaining 50% stake to HP Bulmer in 1946, making HP Bulmer the full owner of Magners cider.

After taking ownership, HP Bulmer rebranded the cider as Bulmers in Ireland. Consequently, in Ireland, the cider is known as Bulmers, while in international markets, the company continues to use the brand name Magners to avoid confusion with the existing Bulmers brand in the United Kingdom.

Despite the change in ownership, the core of Magners cider its meticulous production process has remained virtually unchanged since its inception. The company continues to rigorously select apples and adheres to the traditional methods established by William Magner.

The Turning Point : Cider Over Ice, Global Popularity

In the early 21st century, Magners gained immense popularity, particularly in the United Kingdom and the United States. The company launched an impactful marketing campaign that introduced the concept of drinking cider over ice to the world. This innovative idea not only revitalized the cider market but also transformed Magners into a modern, widely accepted beverage among younger generations, revolutionizing how people consumed cider.

Today, Magners has become a global leader in the cider market and is owned by C&C Group, an Irish beverage and cider company. The brand continues to offer a wide variety of cider flavors and formats to cater to diverse consumer preferences, including Pear Cider, Berry Cider, and other seasonal cider varieties.

You can find Magners cider to experience the authentic Irish refreshment at all Rimping Supermarket branches!