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The power of rituals

The power of rituals The power of rituals
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An Irish brand of cider known as Magners has recently exploded in popularity in the United Kingdom. Why? The company didn’t tweak its recipe. It didn’t hire a celebrity spokesperson. It didn’t roll out some wacky new line extension, say, a Magners candy bar. So what's the secret to its sudden success? Years ago, the majority of pubs in the Irish county of Tipperary lacked fridges, so consumers took it upon themselves to cool down Magners by pouring it over ice. Turns out that making the cider colder cut its sweetness and improved its taste. From then on, bartenders served Magners from a large bottle into a pint glass, using lots of ice, and a ritual was born. This not only improved the taste of the cider, but also went so far as to redefine what consumers thought of when they thought about the brand. In time, the ritual became so linked to the cider that people began to refer to the brand as “Magnets on Ice.”

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