MAGNERS USA AND CANADA
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MAGNERS IRISH CIDER SAMPLING PROMOTION POURS ON REFRESHMENT ALL SUMMER LONG
Weekend at Canada's Ice Hotel for Consumer in New Pint Account
NEW YORK , NY , July, 2006 – With summer heating up, Magners Original Irish Cider today announced a multi-city sampling promotion to entice consumer trial of Magners Pint Bottles over ice and build brand awareness and loyalty among a broader adult audience.
Beginning this month in metro-New York, Boston and Chicago, Magners models will visit over 100 local bars and pubs offering adult consumers an opportunity to sample Magners Pint Bottles poured over mounds of fresh ice, a ritual which has become a fast growing trend in Europe. The great taste of Magners and the craft used to produce the perfect serve over ice are a winning combination that should see Magners replicate its success in the U.S.
“The sampling campaign supports our belief that consumers who try Magners for the first time find they truly enjoy it, and those who are tasting it over ice for the first time would ask for it that way again,” said Mark Woodard, National Sales Manager, Magners.
“It also demonstrates our commitment and support for the trade by continuing to introduce Magners to consumers beyond our core Irish-American audience and develop the brand to its full potential.”
Supported by point-of-sale materials, the promotion will feature two tiers of prizes. Once a consumer has sampled Magners over ice, he or she is given a scratch off ticket good for branded baseball caps, pint glasses or cooler bags. The ticket also enables consumers a chance to win the main prize - a Magners Ice Maker Machine. A second round of promotions, which will begin later in the summer, will offer unique Magners Ice Kule refrigerators as main prizes to entice trial.
One Grand Prize will be awarded to a consumer at a new pint account – a weekend at the Ice Hotel in Quebec-Canada, which offers a truly unique lodging experience – the entire hotel is made of ice and snow.
