- Harmonised label design to be introduced in both the UK and Jamaica
- Label change to ensure a seamless consumer experience through global consistency in product packaging and improving stand out on the shelf
- The move will reinforce the brand’s authenticity as a Product of Jamaica in the UK, and reassure consumers about the consistency of the product
Magnum Tonic Wine is introducing a unified label design across the UK this week, with Jamaica closely behind in April, reinforcing its authenticity as a Product of Jamaica and ensuring a consistent consumer experience.
Magnum Tonic Wine has always delivered the same liquid across both markets. This packaging update standardises the brand’s identity, addressing any consumer misconceptions about product differences. By enhancing visual consistency between the UK and Jamaica consumers will be able to recognise the product as the same authentic liquid enjoyed in Jamaica.
The refreshed label takes inspiration from the original green-label design sold in Jamaica, strengthening the brand’s connection to its heritage. This update sees a new design aimed at making the brand more contemporary and relevant for the dancehall culture. For the UK it will also introduce a bold new look, helping to improve visibility in-store and standout on shelf.
Produced in Jamaica and recognised for its distinctive cherry flavour and original recipe, the introduction of a unified label further strengthens the brand’s presence in trade, supporting visibility and consumer recognition across markets.
Pavel Smith, Marketing Manager Jamaica:
“The differing packaging requirements in the UK and Jamaica have resulted in Magnum Tonic Wine having two distinct labels. This has led to misconceptions about the authenticity of the Magnum sold in the UK, despite the fact that it has always contained the same liquid, with all production taking place in Jamaica. We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity.”
Mandeep Singh, Singh’s Premier, Sheffield UK:
“Magnum is the most important Tonic Wine SKU to me, due to the volume of sales. The different labels were causing confusion among consumers, so I’m looking forward to this change and will be promoting it via my socials, as Magnum has been a massive winner to all our stores”.
Cash and Carry stockists will be notified by their Campari Group UK Account Managers when their order is being fulfilled with the new label for the first time, with pallets labelled with ‘Green (New) Label’ throughout March-May 2025.
To ensure a seamless transition for UK retailers and distributors, the new packaging updates will be introduced in phases, with pricing and barcodes remaining consistent:
- March 2025 – Harmonised label introduced to the trade
- June 2025 – Harmonised cap rolled out
- December 2025 – Harmonised shipper introduced
Frequently Asked Questions
- Why is Magnum Tonic Wine making this label change?
- Campari Group is changing the label to harmonise the Magnum Tonic Wine brand across the UK & Jamaica. The only difference between the UK and Jamaica Magnum Tonic Wine stock was the label, due to local mandatory requirements. As an authentic Product of Jamaica, Campari Group wanted to be true to the brand’s origins and bring the product closer to its roots, creating one new label design for use in both markets, inspired by the original Magnum Tonic Wine green label sold in Jamaica
- What are the benefits of this label change?
- This change unites the Magnum Tonic Wine brand globally ensuring consistency in product packaging and branding. For the UK, the new label brings a bright, bold new look helping to improve product visibility and stand out on the shelf. This harmonisation reinforces Magnum Tonic Wine’s authenticity by strengthening its ties to Jamaica and dissolves any misconceptions that the product might be different between the two markets
- What are the timings of the Magnum Tonic Wine label change?
- Magnum Tonic Wine stock featuring the new label will begin to enter the UK market on w/c 3rd March 2025
- Does the liquid change?
- No, the liquid has always been the same between the UK & Jamaica and Campari Group is changing the packaging to reflect this
- When does Jamaica make their change?
- Magnum Tonic Wine stock featuring the new label will begin to enter the market in Jamaica from April 2025
- Does the barcode change?
- No, both bottle and case barcodes are unchanged
- How do I get the new label stock?
- For Cash & Carry stockists, your order will be fulfilled with the new label stock automatically – no action is required. For Retailers, please speak to your local depot manager
- How can I identify the difference between the current and new stock?
- For Cash and Carry stockists – you will be notified by your Campari Group account manager when your order is being fulfilled with the new label stock for the first time, pallets will also be labelled with ‘Green (New) Label’ throughout March-May 2025
- How will Magnum Tonic Wine communicate the label change to retailers and consumers?
- Magnum Tonic Wine will drive awareness with retailers through trade press, in-depot visibility, retailer channels and trade shows. For consumers, this label change comes with an above-the-line street poster campaign targeting 18-30 y/o across London, Manchester and Birmingham, as well as an influencer campaign featuring influential brand fans.
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