With Magners and a vast advertising budget, Irish brewer C&C has revived the whole cider market. Cider used to be either electric soup for the Asbo generation or the summer tipple of straw-chewing farmhands. But by inventing a simple (and televisual) drinking ritual of filling a glass with ice and pouring the stuff all over it, Magners has made cider hip. Part of Magners' appeal is its slogan, devised in Ireland in 2000 by C&C and brand agency Young Euro RSCG, which effortlessly straddles the regulatory hurdles. These rule out any suggestion that alcohol makes you more attractive or less lonely. Instead, the slogan makes an appeal to selfishness, tapping into the vogue for 'rewarding yourself'. It's also intended to be gender-neutral, like the product itself. The slogan could sell chocolate or cappuccino, because it's not really pushing drink. It's selling 'time', specifically Irish time; a golden-hued interlude tailored to cheer up our hard-pressed British lives.