Word: beer
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...British pub and order a pint bottle of Magners Original - a premium cider brewed by Ireland's C&C Group - and be ready to cough up the princely sum of $7 to $8. That's as much or more than you'd pay for any other cider or beer on offer. But price be damned, say British drinkers, who are acquiring a growing thirst for ciders in general, and premium ones in particular. Cider consumption in Britain jumped 35% last year - an increase analysts have dubbed the Magners effect. That's a tribute to a brand that has reinvented...
...iced cider become so hot while British beer sales are tepid? Big ad budgets have helped. C&C spent $41 million in advertising in the U.K. last year to launch Magners, and it's upping that investment to $54 million this year. Magners ads reinforce the traditional heritage of cider and make effective use of classic rock songs like Donovan's Sunshine Superman. Premium ciders have also benefited by offering an appealing alternative to beer at a time when the public is fortuitously tiring of alcopops - sweet, soda-like drinks laced with alcohol. "People were fed up with things that...
...says Pratt, "Magners has been carefully positioned by us as anything but fashionable." Perhaps, but the pace of Magners' U.K. growth did slow slightly over the winter. C&C is confident demand will pick up again with the warmer weather, and it expects Magners' share of the total U.K. beer and cider market to more than double to 4% over the next three to four years. In anticipation, the company recently spent $271 million on doubling capacity at its cider plant in County Tipperary, Ireland...
...balls of steel do power hours during section. And men with balls of cut diamond do power hours in a section for a class they had no connection to. This last feat was recently accomplished by two senior boys from Quincy House. Somewhat surprisingly, given the copious amounts of beer they had to keep on their persons, they were not found out by their adopted TF. Or maybe grad students really, really just don’t care...
...Also sure to be leaving DEI will be Anheuser-Busch, which hitched its beer wagon to Earnhardt in 2000. The Budweiser contract with DEI has an opt-out clause that will allow them to follow. Earnhardt also made it a point to express his loyalty to Chevrolet, whose nameplate he's raced under his whole career. The automaker has featured him prominently in its celebrity driven advertising campaigns. Were he to end up in another make, such as Toyota - which entered the Nextel Cup Series this season but has been embarrassed by poor performance and cheating scandals from the start...