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Case Title:

C&C's 'Bulmers' and 'Magners' Brand: The Irish Drinks Beverage Company's Brand Repositioning Strategies

Publication Year :  2010

Authors: Priti Krishnan, Sumit Kumar Chaudhuri

Industry: Non-Alcoholic Beverages

Region: Ireland

Case Code: MM0038

Teaching Note: Available

Structured Assignment: Not Available


In 2002, C&C, Ireland's biggest manufacturer of cider, adopted a strategy to reposition Bulmers from a low cost cider to a premium luxury drink. The company increased the price of Bulmers and reduced its alcohol content to change its image of being a hard drink. After launching Bulmers in Ireland with its new image, C&C introduced it in the UK under the brand name Magners.

Pedagogical Objective:

  • To discuss the successful repositioning of Bulmers in Ireland
  • To discuss whether C&C would be able to repeat the success, through Magners, in the UK.

Keywords : Brand repositioning strategies, Unique selling preposition, Core competencies, Brand image, Branding, Advertising, Packaging, Niche marketing, Brands & Branding Case Study, Value addition, Positioning, Diversification, Entrepreneurship, Leadership style, Product differentiation, Pricing


  • Bulmers: The Cider from C&C
  • Magners: The Cider from C&C

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