By Triana O'Keefe, editor Australian Hotelier

Irish cider brand Magners celebrates St. Patrick's Day with a new pack design intended to improve its stand out on shelves.

The new packaging increases fruit visuals, reintroduces the traditional green colour associated with the brand and features the oak vats that the cider is matured in.

The changes will roll out across all pack formats of the Magners brand, including both Apple and Pear 330ml bottle, 440ml can, 568ml pint bottle and draught.

"This ia an exciting opportunity to convey some of the heritage credentials that we are so proud of," said brand manager Sarah Murphy.

"Consumers are looking for quality and authenticity in their cider and Magners has both of these attributes in spades."

In addition to the new pack roll out, Magners will 'Australianise' St. Patrick's Day in 200 pubs across the country with a 'St. Paddy's G'day' themeing kit.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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