Just like beer, only civilised
In South-East Asia, cider has an image problem. Dismissed by male beer drinkers as a ‘girl’s drink’, it’s often mistaken for a sparkling wine. To reach out to a new audience, we needed to open up both minds and palates. How? By focusing on the product. At just 4.5% alcohol, Magners Irish Cider is slightly lighter than the average lager. So we positioned Magners as the beverage of choice for the slightly more civilised man. Or, in other words, the 4.5% Gentleman.