Gearing up for a summer of comedy from Magners
CIDER brand Magners is set to bring a summer of comedy this year with its new on-pack promotion ‘Share the Craic’.
The new comedy-focused competition will look to spotlight some emerging talent within the comedy scene and offer a major platform for new voices with the chance to win a month-long, funded slot on stage with Underbelly at the Edinburgh Fringe Festival 2026.
The search is live now and will feature a range of regional heats taking place nationwide with the final set for the Underbelly Boulevard Soho in London on 30 June. The winner will receive the coveted run at Underbelly’s Wee Coo at Edinburgh Festival Fringe.
The ‘Share the Craic’ campaign will be supported across PR and digital activity, out of home as well as with activations across the off-trade. This includes in-store and retail media, digital media, POS and a special on-pack promotion.
Live from 1 May and set to run for 17 weeks, the on-pack will give consumers the chance to win one of three headline prizes for a four-night comedy getaway in Dublin and Belfast. There will also be more than 500 daily prizes up for grabs as well in the scan to win competition including Ticketmaster vouchers and ‘Share the Craic’ hampers.
And to bring the campaign together, Irish comedian Emma Doran is fronting the campaign following on from her sell-out UK & Ireland tour Emmaculate.
Phoebe Small, head of brand at Magners, said: “Magners is all about bringing people together for good times and great craic and what better way to celebrate this than through comedy which we know resonates really well with our consumers.
“We can’t wait to celebrate the magic of comedy this summer and hopefully bring one budding comedian’s dream to life, giving them the platform, confidence and support to take that leap from the pub to the spotlight.”
