Achtung, Apple Attack
A man walks into a pub and orders a glass of cider. No joke. Magners, the Irish pioneer of the over-ice cider category took the United Kingdom by storm and transformed the image of cider in less than two years. Now men can be seen drinking cider instead of beer. Alas, copycat products followed hard on its heels and often sold at lower retail prices. This and a rainy summer last year forced Magners to cope with a decline in its fortunes. The financial markets were not amused. Therefore, holding its nerve will be hard for the brand in the short-term especially in the current tough trading environment as consumer confidence is put to test by the credit crunch.
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