Magnum Tonic Wine standardises labels for UK and Jamaica

Magnum Tonic Wine has unveiled 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.

While Magnum Tonic Wine has always delivered the same liquid across both markets, the packaging update standardises the brand’s identity, addressing any consumer misconceptions about product differences.

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.

“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,” Pavel Smith, Marketing Manager Jamaica, said.

“We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity."

Mandeep Singh, who runs the Singh’s Premier store in Sheffield, said: “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