An advertising idea inspired by the Shakespearean quote (though this be madness, yet there is method in’t), expressed the thought that Magners make cider in ways that can appear mad on the surface, but in fact are the logical consequences of going to unusual lengths in pursuit of perfection. “There’s method in the Magners” pays homage to the dedication and craft taken to produce a cider, true to William Magner’s 80 year old recipe, by highlighting a series of remarkable behaviours used to produce it at its very best.