Magners Irish Cider has expanded its alcohol-free portfolio with the launch of Magners 0.0% in its popular 568ml pint bottle, as demand for moderation continues to grow among UK consumers.
The new format is now available across both the on- and off-trade, offering consumers the same taste as Magners Original but without the alcohol.
The launch builds on the success of the brand's signature pint bottle, which helped transform the cider category in the early 2000s through its distinctive over-ice serve. Today, the format remains the UK's best-selling packaged apple cider in the on-trade.
Magners said the move reflects growing consumer demand for no- and low-alcohol options, with an estimated 23 million adults in Great Britain now actively trying to moderate their alcohol consumption, as per Kantar data. The wider no- and low-cider category has recorded 21 per cent year-on-year volume growth [Circana, MAT 21.03.26], highlighting the increasing appeal of alcohol-free alternatives.
Recent research from the National Association of Cider Makers (NACM) also found that no- and low-alcohol cider is the most appealing option for non-drinkers considering an alcohol-free beverage, ranking ahead of beer, wine and cocktails.
Phoebe Small, head of brand for Magners, said: "We're delighted to be able to offer Magners 0.0% in pint bottle in time for the summer, giving consumers even more options to enjoy our iconic over-ice serve.
"The trend for moderation is showing no signs of slowing and it's fantastic to see the role cider is playing amongst those looking to reduce or avoid alcohol.
"Summer is an important time for the category with many favouring cider as a refreshing, sessionable option. With moderation on the rise, many consumers will be looking for no and low alcohol options so it's great to have more formats available alongside our Original Magners Irish Cider and with strong brand awareness, Magners 0.0% pint bottles will be a strong addition on shelf this summer."