Word: drinked
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...damned, say British drinkers, who are acquiring a growing thirst for ciders in general, and premium ones in particular. Cider consumption in Britain jumped 35% last year - an increase analysts have dubbed the Magners effect. That's a tribute to a brand that has reinvented the centuries-old drink. Magners only became widely available in Britain last year, and it has already grabbed 13.7% of the cider market. In C&C's fiscal year ending Feb. 28, Magners' U.K. sales soared 262% to $431.2 million. "It took off like a virus," says John O'Reilly, an analyst at Irish brokerage...
...product consumed by vagrants on park benches," says Maurice Pratt, C&C chief executive. Cider was commonly sold in large plastic bottles at discount prices, bolstering its cheap image. In Ireland, C&C's cider is called Bulmers Original (it's the same thing as Magners, but drinks company Scottish & Newcastle owns the Bulmers brand outside Ireland). Struggling with stagnant sales in the 1990s, C&C decided dowdy Bulmers needed a makeover. It cut the alcohol content to 4.5% (about the same as most beers) and intensified the apple flavor. More distinctively, the reformulated drink has been designed and marketed...
Rechristening the drink Magners, C&C successfully ventured into Northern Ireland in 1999. It conquered Scotland in 2004 and 2005, hit London in 2005 and took on the rest of England in 2006. British rivals maintain that C&C is just riding a wave of popularity, not creating it. Sales of Strongbow, an S&N brand that boasts a 60% share of the U.K. cider market, have grown consistently for four years, the company says. Analyst O'Reilly disagrees, calculating that more than 70% of cider's recent growth is attributable to Magners. Certainly, rivals have dashed to bring...
...Students who drink on a regular basis appear to also be having more sex, but FM is still trying to find a link between these two seemingly unrelated facts. Beer goggles what...
...Staying hydrated is like an impossible treadmill,” he said. “We were told to drink 10 liters per day, but it just seemed like you lost whatever you drank. It was like a constant, never-ending struggle...