Magners

 ( Brands Of Cider ) 

In the 1960s, H. P. Bulmer produced a perry product in direct competition with Babycham, owned by Showerings Ltd of Shepton Mallet. Showerings challenged this in court, and H.P. Bulmer lost the case. In 1964, it was forced to sell Bulmer's Clonmel to Guinness and Allied Breweries, the parent company of Showerings. The company name was changed to Showerings (Ireland) Ltd.

Soon after, the company moved its main processing operations to a new complex at Annerville, five kilometres east of Clonmel, which was opened in 1965 by the then Taoiseach, Seán Lemass. Today the Bulmers/Magners arm of C&C Group employs more than 470 people and is a substantial part of the economic infrastructure of Clonmel.

The company also once produced Cidona, a popular soft drink in Ireland which, along with all of the company's other soft drinks, was sold to Britvic in 2007.

Irish Bulmers cider and Magners have the same label and are identical products, except for the name. The ciders are made from 17 varieties of apples (with glucose syrup, E colours and sulphites added for flavouring, colour and as preservative), fermented and matured for up to two years. It is available in 330 ml, 440ml, pint, litre and 750 ml bottles and 500 ml cans, and is served over ice. It is also available in most Irish bars on draught and Magners is available in some bars on draught in Scotland. Initially the Magner's brand was only available in Spain, Northern Ireland and Scotland. The brand's popularity increased significantly in the 2000s, and it became available across the United Kingdom, Europe, Australia, Canada, Independent New Zealand, Japan, Hong Kong, Singapore, Thailand and the United States. Brankweek, 5 June 2000

In 2004, Magners Light, which is a low-calorie version of the cider, was released. In 2011, the Bulmers Light pint bottle was launched. In March 2009, a new perry (marketed as "Pear Cider") called Magners Pear was launched. In February 2010, Magners Berry was launched. The Berry variety is a blend of 17 varieties of apple, similar to Bulmers Original, fused with blackcurrants, raspberries and strawberries with an ABV of 4.5%. It is available in pint and "long neck" bottles in the licensed trade, and 440ml cans in supermarkets.

Magners Golden Draught was released in 2010 which is a traditional "old style" crisp cider available purely on tap in the on-trade market and in 2011 with 3 special flavours consisting of Spiced Apple & Honey, Pear & Ginger, and Spiced Apple & Rhubarb available in supermarkets and bars.

In August 2015, Bulmers launched four new flavoured ciders onto the Irish market, called the Forbidden Flavours range. The flavours are Cloudy Lemon, Strawberry & Lime, Berry Berry, and Juicy Pear.

In March 2017, Bulmers, as part of a €10 million investment, launched a new copper-toned packaging on its bottles and cans. As part of this new branding, a new sweeter cider called Outcider was also launched.