Only a year and a half ago a colleague in my office mentioned the name Magners to me and I still hadn't heard about it. So what caused cider to tip? There are different explanations for what drove this change: some say it's the serving ritual - that involves chilling it over ice to reduce sweetness; or its ad campaign positioning it as a premium 'intellectual' product; or simply a cultural shift away from lager for health reasons. Whatever the reason the brand gave a product with a kind of social taboo on it a new acceptability. It gave people cultural permission to drink cider, meaning people could start drinking the drink society forced them to leave behind. Thus cider already had a dormant network of people who had been seeded with the idea, and Magners was the trigger that made it go viral.