C&C Group, the Irish drinks group, is tomorrow expected to outline the first steps in its plan to turn Magners cider into a global brand that will eventually be launched in America.

The group, listed in London and Dublin, will accompany full-year results with confirmation that it is test-marketing the overice cider in Barcelona and Munich with a view to assessing the potential market in Spain and Germany. Magners is sold in Irish bars in both countries, but C&C wants to test its appeal to domestic drinkers before pressing the button on a national rollout.

If the tests are successful, C&C may launch a trial next year in Finland, where cider is widely drunk. South Africa, another cider-drinking nation, may follow, and C&C is also considering countries such as Australia, Belgium and Greece.

It is understood that C&C consider the United States a medium-term target, although it would have to overcome that fact is that in America “cider” refers to apple juice. The alcoholic drink is called either hard cider or ciderjack.

In Britain, where Magners was first tested in Glasgow, in 2003, its success has boosted the entire cider category. Scottish & Newcastle (S&N), owner of the best-selling Strongbow brand, has met the Magners challenge by relaunching Bulmers Original as an overice cider.

By an historical quirk, S&N owns Bulmers in Britain and internationally, but C&C owns the Irish rights to Bulmers. It was only when C&C crossed the Irish Sea that had to find a new name for its cider in the UK.

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