Magners Pearfects Cider for Canadians

Renowned 75-year-old Irish heritage brand
launches the next generation of authentic cider

TORONTO, June 15, 2012 /CNW/ - After over seven decades of crafting apple cider and becoming the leader in its category, Magners is pleased to introduce its new Pear Cider to Canadians.  Toronto is the first city to enjoy Magners' latest line extension, which promises to offer Canadian consumers the pure, natural taste of pears.

"After an extremely successful launch in the United States, contributing to the cider category's overall growth of 26% in 2011, we are extremely excited to offer Canadians a variation of our popular apple cider," says Deanna Kaminskyj, Director of Marketing at The Premium Beer Company, the exclusive Canadian distributor of Magners. "The famous 'over ice' serve which helped make Magners Original such a hit, is also the ideal way to drink Magners Pear. A glass with mounds of fresh ice, filled to the brim with Magners Pear cider, is set to be the most refreshing drink for men and women this summer."

Magners Pear is crafted to the highest standards that one would expect from Ireland's best- known cider. The only fruit that goes into making this refreshing cider is pear -  the best of which are ripened, carefully selected and then slowly fermented and cold filtered to provide a distinctive character and a delicately light and refreshing taste.

With 75 years of experience in apple cider production, Magners has been able to leverage their uniquely slow fermentation process when producing the pear cider which introduces the carefully prepared pear juice to multiple yeast strains. The result is a refreshing cider made with 100% premium pears, containing no artificial sweeteners or colours and is 100% naturally gluten free, with 4.5% alc./volume.

Magners Pear is available now at the LCBO in 500 mL tall cans at a cost of $2.95 each. Thirsty fans can get their first taste at this week's NXNE Festival in Toronto, with free sampling from June 14-17 at Yonge Dundas Square.   Look for the delicious cider to make its way across the country in the months to come.  More information about Magners' full range of ciders can be found at www.magners.com

About Magners (C&C Group plc)

C&C Group plc is an Ireland and UK based manufacturer, marketer and distributor of branded long alcoholic drinks. C&C's principal brands are the leading Irish cider brand, Bulmers, and the premium international cider brand, Magners. C&C also manufactures the Tennent's beer brand and the Gaymers cider brands.

About The Premium Beer Company

The Premium Beer Company is a Canadian leader in beer sales and marketing, representing a diverse portfolio in Canada including Moosehead, Cracked Canoe, Samuel Adams, Tennent's, Paulaner, Magners Cider, Twisted Hard Iced Tea and Hop City Brewing Co.  The Premium Beer Company is a wholly owned subsidiary of Moosehead Breweries Limited.  For or more information on The Premium Beer Company, visit www.premiumbeer.ca

SOURCE The Premium Beer Company

For further information:

Media contact:
Geoff Vokes/Patty Chornenky  - elevator communications inc.
416.363.6444 x 233/223
geoff@elevatorinc.compatty@elevatorinc.com

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The Premium Beer Company

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