How Do You Like Them Apples?

CRISPIN RODWELL for TIME

TASTEMAKER: Pratt has redrafted cider

Walk into a British pub and order a pint bottle of Magners Original — a premium cider brewed by Ireland's C&C Group — and be ready to cough up the princely sum of $7 to $8. That's as much or more than you'd pay for any other cider or beer on offer. But price be 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...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!