cheltenham | sponsorship
MAGNERS TO THE CORE
The history bit Local man William Magner first started making cider in his factory in Dowds Lane, Clonmel in 1935. The cider was originally made in huge black and white striped vats, which were the inspiration behind the iconic Magners logo, which is still used today. As the popularity of Magners cider grew, production increased rapidly, becoming one of the UK and Ireland’s best loved cider brands. How Magners is made Magners is made from a variety of 17 different apples and has followed the same recipe for over 80 years. The production of cider is a simple, traditional process harnessing natural ingredients. Magners has a 150-acre Orchard on-site at the Cider Mill in Clonmel. From here, the best apples are selected during the harvest and put through a rigorous quality check. After this, the apples are passed through an apple bath, before being sent along to an apple press to be reduced to a pulp and the juice is extracted. The pressing is done using the traditional ‘cheese’ – slatted frames woven with envelopes of pulp. Building a ‘cheese’ is one of the core skills of a cider maker. At Magners, the very same presses used to make Magners 50 years ago are still used today, helping Magners Original Irish Cider to remain consistently great. The apple juice is mixed with yeast and filtered before being pumped into a Vat House for fermentation. The squeezed apple juice is fermented with native yeasts from the original wooden Magners vats – ensuring the product packs the same fruit punch all these years on. This then ferments for eight weeks before being moved to another vat. The process is a slow one, but important. Magners Original Irish Cider is vat matured for up to 18 months for a distinctive, well rounded taste.
E arlier this summer, we unveiled a very special partnership. After months of planning and preparation, we were delighted to announce Magners Irish Cider as the new and exclusive sponsor of the Cheltenham Gold Cup, and the first ever ‘Presenting Partner’ of The Festival TM . In a four-year agreement commencing March 2019, Magners will partner with Jockey Club Racecourses to rename Jump racing’s showpiece event as the Magners Cheltenham Gold Cup, and we couldn’t be more excited. This partnership celebrates our Irish roots by associating with the No.1 Anglo Irish event in the UK. The Festival sees 260,000 racing fans attend every year, with approximately one third of ticket sales going to Irish race-goers. In addition, The Festival is also watched by millions of horse racing fans across the world. It therefore makes perfect sense that our first major horse racing partnership is with Cheltenham. Magners is 100 per cent Irish, made in Clonmel, County Tipperary where WilliamMagner first started making cider over 80 years ago. Famous for our sociability and positive view on life, we are proud to put our name to the most prestigious Jump race in Europe and partner with one of the UK’s best sporting and social occasions as a platform to engage fans and bring Magners to a global audience. We are currently working with Jockey Club Racecourses on how we bring this partnership to life to benefit horse racing fans. This will include activation in pubs and retailers across the UK, together with experiential and digital campaigns offering rewards and access to fans. The partnership will also see Magners Original and Magners Dark Fruit pouring across all bars at The Festival and at a dedicated Magners bar on site. We look forward to raising a glass with you in March!
The Magners Irish Cider Team
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