Frequently Asked Questions
1. Is Magners the Same as Bulmers in Ireland?
Magners is identical to Bulmers in terms of product taste and characteristics and its branding, packaging and promotional strategy is based on the marketing approach, which has been so successful for the Bulmers brand in Ireland.
2. Why is Magners Called Bulmers in the Republic of Ireland?
Bulmers Ltd. manufacturers of both Bulmers and Magners, do not own the trade mark for Bulmers outside of the Republic of Ireland.
The Magners name is derived from the name of local Clonmel man, William Magner, who in 1935 started cider production and founded the company which is today Bulmers of Clonmel.
The Magners brand name was developed by Bulmers Ltd. in 1999 when the company decided to apply its outstandingly successful home market development strategy to a number of export markets. The Magners brand, which intentionally mirrors all the product and design characteristics of the Bulmers brand, was successfully test marketed in Spain, Germany and Northern Ireland and is now exported to 17 countries worldwide.
3. Why do We Use Original Oak Vats in Dowd's Lane?
The Magners Vat House in Dowd's Lane was commissioned in 1936, with the majority of Vats built in oak, handcrafted by coopers. The apple pressing is done using the traditional 'cheese' and is one of the core skills of a cider-maker. At Magners, the very same presses used to make Magners 50 years ago are still used today. This accounts for the consistency in quality of Ireland's most popular cider. Magners Irish Cider is fermented in the Vat House between 18 degrees and 24 degrees Celsius for a period of eight weeks. The fermentation process in the oak vats provides the distinctive and unique Magners taste.
Dowd's Lane provides the character of Ireland's favourite cider - Magners Irish Cider, and is therefore a closely guarded secret.
4. What Makes Irish Cider Different From Other Ciders?
Magners Irish Cider is fermented in the Vat House at Dowd's Lane, between 18 degrees and 24 degrees Celsius, maturing for a few months with samples drawn off and laboratory tested for purity and alcohol content. They are then put through several filtering processes. Other ciders are pasteurised as opposed to using a filtering process, and do not ferment in oak matured vats, which adds significantly to the blend.
5. Does Magners Use Irish Apples?
Magners Irish Cider is Ireland's biggest purchaser of Irish apples. The entire harvest from Magners' 250 acres of orchards, together with the total harvest of cull of apples in the Republic of Ireland plus a substantial portion of Northern Ireland's crop, is required for the Magners cider products.
17 varieties of apple are grown in the Magners' Orchards in Clonmel and are used to make the famous Magners brand. The 17 varieties of apple mature at different times of the season, thus allowing the orchard managers to pace the harvest and produce sufficient varieties to make up a traditional blend like Magners, throughout the year.
6. What is the Full Product Portfolio at Magners Ltd.?
- Magners Irish Cider
- Magners Light
7. Magners is available in the following markets:
- Northern Ireland
8. What's the difference between Magners Light and regular Magners?
Magners Light is a cider that provides all of the crisp, refreshing flavour and natural character you would expect from Magners but with fewer calories. Boasting the same refreshing quality as Magners Original and the same strength, Magners Light comes in at just ONE weight-watchers point per bottle!