Magners Irish cider - seen as the 'cool' drink of the summer following the £20 million ad campaign - has helped the cider market grow by 7% in volume and 13% in value terms, according to analyst AC Nielsen.

Barry Chevallier Guild, from Aspall cider producers, which is based in Suffolk, told the Eastern Daily Press:

"Magners have come in with a great idea and great marketing and made it acceptable to be seen drinking cider without your mates laughing at you.

"For many people it was the drink they had a bad experience with when they were teenagers, and then there was that whole scrumpy, West Country, Wurzel image.

"What Magners have managed to do is make it cool again."