Magma
It's Cruel, It's Unusual, It's in the UK - It's MAGMA
Jan 24, 2002, 11:22

Allied Domecq Spirits & Wine Ltd (ADUK) has announced the launch of the UK’s most ‘cruel’ and ‘unusual’ shot brand Magma Cinnamon Schnapps Liqueur.

With a taste profile that mixes cinnamon with a very hot and peppery aftertaste, Magma ‘promises’ to be the ultimate taste challenge.

Available mainly through modern bars and clubs across the country Magma “more than satisfies the core requirement of the shot market, which is the taste challenge” says Jeremy Hill, Senior Brand Manager for Magma.

“Taste tests conducted in pubs and clubs in the North West clearly point to a consumer hit for Magma. Over 90% of those questioned said that they not only enjoyed the brand’s taste challenge, but that they would also buy it again and encourage their mates to drink it!

We’ve put a lot of effort into getting the taste profile just right. Capturing that heady mix of challenge and drink-ability was no easy feat, but we’ve done it. Add Magma’s intriguing and irreverent imagery which builds on the brands cruel and unusual positioning and you have a brand that is going to be very appealing as part of their big night out!” continues Hill.

Magma will also be very appealing to licensees. With a lower abv versus competing shot brands (24% v 40%), Magma has a very competitive wholesale selling price. This provides licensees with an opportunity to significantly improve their margins as competing shot products are typically sold at the same retail price

“ We are very confident that Magma will quickly establish itself as a major brand in the UK Shot market. Our optimism is based on a number of key issues. Firstly, the market, whilst still in development is experiencing dramatic growth, over the last year alone it grew by 141%. Secondly, the market is under populated with only two or three serious brands vying for share. Thirdly, Magma’s challenging taste and positioning, are not only unique, but have also been overwhelmingly endorsed by consumers. Add these factors to its ability to deliver incremental profit for retailers and you have all the ingredients for a successful brand” concludes Hill.

Magma will also be supported by a program of tailor-made on trade activity and point of sale items including tent cards, posters, shot glasses and T-shirts, ensuring maximum impact at the point of purchase.