Magners Cider

Just a short one for openers as I have recently become intrigued with the apparent massive success of Magners Cider. My first experience of this new star of the cider world was when I bought a bottle from a supermarket - I always buy a bottle of anything new.

I have been very impressed with the Irish real ales that I have bought for the pub recently and felt it may be interesting to try Magners for this reason.

Sadly, I felt that on this occasion my money might have been better spent elsewhere. The cider was bland and deeply ordinary. I thought little more about it despite noticing that it was increasingly obvious in fridges behind the bar of nearly every pub I walked into.

Recently, I was talking to a sales rep from one of my major suppliers when the subject of Magners cropped up. I was amazed to hear that it is rapidly becoming the product of the moment in more 'fashionable' outlets than my own, with massive growth in sales over the last 12 months.

It seems, however, that this 'traditional' cider was developed for the US market, and we all know what that means.

A quick slurp of American 'Bud' will tell you that flavour is not very important to the US drinking man or woman. Indeed, it seems important that flavour is totally absent. All they want is cold & wet.

This explains why our Irish cousins have deliberately created a cider that is infinitely bland. But this is seemingly not enough.

Just in case any nasty apple flavours might still upset the consumer, Magners is served cold from the fridge, and for extra reassurance, it is poured over lots of ice.

If you come to The Bhurtpore with somebody who likes Magners (if that is truly possible), just warn them to ask for something else because they may get a bit of a lecture from the bloke behind the bar about apples and flavours and ciders that aren't fizzy or clear. And they may be forced to try some proper cider!