Magners producer upbeat, but losing share

10 July, 2009

Magners producer C&C Group has issued an upbeat trading statement, boosted by a better-than-expected performance by its cider brand in Britain.

Cider revenues in the UK and Ireland were up 3% in the four months to July, helped by TV advertising for Magners Pear.

“While the overall business environment is challenging, particularly in Ireland, the group’s cider business has benefited from a period of good summer weather,” the statement added.

But C&C admitted it was still losing share in Britain’s growing cider category.

It added: “Significant promotional activity for Magners Original in the off-trade has ended and the brand’s premium is returning. The performance of draught Magners Original remains slower than anticipated and pint bottle sales of Original, in the GB on-trade, remain a challenge and an area of increased focus.

“On a constant currency basis, GB cider revenue declined by 1% in the first four months.”




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When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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