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Magners dumped by All Bar One

Published:  23 July, 2008

The 40-strong All Bar One chain, owned by Mitchell's and Butler, has announced that Magners has been dropped as its bottled cider brand from mid-September 2006 in favour of Aspall's bottled Draught Suffolk Cyder.

Staff will participate in a training programme run by Aspall to learn about the product and be taught how to serve it - chilled in branded glassware, not over ice as with Magners.

James Bolton, brand manager at All Bar One, commented: We were drawn by the company's long cider-making heritage and we think Aspall is the right brand to help us capitalise on the revitalised cider category.'

Aspall sales and marketing director Barry Chevalier added: We are delighted with this new partnership and excited that our brand will be setting the standard for cyder in All Bar One.'

Aspall has been a family business since 1728 and is currently run by the eighth generation of Chevaliers. The majority of apples are sourced from local Suffolk orchards and Aspall has invested in a campaign to help save Anglian apple orchards from destruction and secure the supply of organic fruit for local farmers.