Magners is aiming to drive cider sales in the convenience channel with a new packaging design and multi-million-pound campaign.

The new look is rolling out on the Irish cider’s bottles and cans. In a move to increase impulse purchases, the bottles will also now have a ring-pull top, which means it can be opened without a bottle openers.

The brand claims it is the first major cider brand to use this top, which it says will particularly benefit convenience retailers.

Running the tagline ‘Hold true’, the campaign includes TV, outdoor and radio advertising, as well as social media and PR activity.

Andy Cross, brand director for Magners, said consumers are becoming tired of flavours in the market, in the same way they did with alcopops.

“Apple still accounts for 76% of the category, but young adults find the category boring. We want to make apple cider exciting again by bringing a new attitude and tone of voice,” he added.