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Magners markets Father's Day gift pack in Tesco

Published:  30 November, 1999

In response to the increasing demand for and popularity of Magners merchandise, Magners Irish Cider has partnered with The Gift Pack Company Ltd to create a premium Father's Day gift to enable consumers to maximise their enjoyment of Magners at home.

The first gift pack of its kind from Magners, the Father's Day gift includes a 750ml bottle of Magners, a branded pint glass and specially designed Magners stainless steel coaster and bottle opener - all that's missing are the mounds of fresh ice.

The unique design and artwork of the gift pack is inspired by the Magners vathouse in Clonmel, Co. Tipperary, where Magners Irish Cider is harvested. The artwork reflects the authenticity and heritage of the Magners brand and also provides recipients of the gift with the details of how to achieve the perfect serve' of Magners.

Tesco is the first retailer on board to distribute the gift pack, which is a direct result of a joint strategy developed between Magners and The Gift Pack Company Ltd, to provide consumers with new and creative solutions for gifting occasions.

Ian Targett, Buying Manager for Cider, Tesco Stores Ltd said: "In response to the unprecedented growth in the cider market over the past 2 years, we feel it is the right time to give customers the opportunity to enjoy the full Magners experience in a complete gift set. Magners premium positioning has helped to create a more glamorous image for the category and we feel that Magners is the right cider brand with which to develop gifting in our stores."

Scott Fairbairn, Marketing Manager at Magners said: "We are delighted to have joined forces with The Gift Pack Company Ltd on this initiative. Given the demand that already exists for Magners branded merchandise, we are confident that the Magners Father's Day gift pack will be the perfect gift solution."

The Magners gift pack will be available from Tesco stores from the end of May, RRP 7.99.