Magma

Magma Cinnamon Schnapps Liqueur, the hottest and most challenging shots brand on the market is meeting the consumer ‘taste challenge’ reports Allied Domecq Spirits & Wine (UK) Ltd (ADUK). In a series of in-bar interviews carried out since the brand launched in February this year ADUK is delighted with both the distribution gains the brand has made and more importantly the responses they have received from consumers and licensees alike. “Our in-bar programme clearly demonstrates that both consumers and licensees like Magma,” says Jeremy Hill, Senior Brand Manager at ADUK. Hill continues, “Over 70%* of current stockists are happy with the way the brand is performing both in profit and rate of sale terms; and over 50%* of consumers have enjoyed the product so much that they have bought more than one round. Both of these are very positive indications of the brands’ future”. Magma’s success is being driven by 2 key elements 1. The significant profit opportunity that the brand presents to retailers as a result of its very competitive wholesale price. 2. The product’s satisfaction of a key motivator for consumers when drinking shots, the taste challenge. Angela Neylan of Silks Bar in Doncaster agrees, “ We recently took on Magma and were delighted with both the profit margin and level of launch party support we received from ADUK. More importantly our customers were really up for the taste challenge and kept coming back for more. Our bar was turned into a cauldron of Magma and our customers loved every minute of it”. Located on Doncaster’s High Street, Silks Bar is a typical young persons venue, and is one of a large number of outlets that have recently listed Magma. *Source; In Bar research 2002

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