Magners is kicking off a summer of comedy with the launch of its new ‘Share the Craic’ competition, designed to uncover emerging stand-up talent and support the next generation of comedians.
Now live, the competition will see aspiring comedians compete in a series of regional heats across the UK, culminating in a live final at Underbelly Boulevard Soho in London on 30 June. The overall winner will secure a funded, month-long run at Underbelly’s Wee Coo venue during the Edinburgh Festival Fringe 2026.
Irish comedian Emma Doran fronts the campaign and will join the judging panel for the final. The initiative builds on Magners’ ongoing support of live comedy, including its sponsorship of Underbelly at the Edinburgh Festival Fringe.
The campaign is supported across PR, digital, out of home and both the on- and off-trade, including in-store activity and a dedicated on-pack promotion. Live from 1 May for 17 weeks, the on-pack promotion offers consumers the chance to win comedy getaways to Dublin and Belfast, alongside daily prizes such as Ticketmaster vouchers and branded hampers.
Magners will also return to TV this summer with its ‘fizzy feet’ advert, supported by outdoor advertising.
