Cider is a summer ritual. But once the nights draw in, drinkers move on. With 66% of cider sales happening between May and August, Magners wanted to challenge the seasonal drop-off. The brief: keep the brand front-of-mind in winter and show people that cider doesn’t have an off-season. But with just one month to deliver the campaign, we had to be smart, fast and focused. The goal wasn’t just to talk—it was to shift behaviour, introduce new occasions and prove Magners could earn a place beyond the beer garden.

To change how people see cider in winter, we focused on two things: what they drink and when they drink it. We created a series of simple, seasonal Magners cocktails—like mulled cider and spritzes—to give the brand a reason to be in the fridge (and on the bar) in colder months. Then we paired those drinks with recognisable winter occasions, from cosy nights in to pub visits and festive get-togethers. With limited time and budget, we shot smart: capturing both on-trade and at-home moments to show how versatile Magners can be. Every part of production was handled in-house.

Over just eight weeks, we delivered more than 130 pieces of content—including 40 videos—with over 5.3 million views and 938,000 organic engagements. But it wasn’t just a social moment—Magners landed in BBC Good Food and Sainsbury’s Food Magazine, bringing the campaign into lifestyle spaces that matter. We showed audiences new ways to enjoy cider and proved the brand could own more than just summer. A smart strategy, sharp creative and resourceful production helped shift perception—and extend cider season well beyond the sun.