Off-trade props up flagging Magners

07 March, 2008

Magners' international sales volumes dipped 15 per cent in the year to Feb 29 despite a strong performance in the UK off-trade, producer C&C Group has said.

The brand's total UK volumes slumped 28 per cent in the second half of the year, compared with a year earlier, in spite of off-trade growth of around 70 per cent.

The brand has teamed up with Coors to launch a draught version in the on-trade, in a bid to claw back the market share it has been losing to Scottish & Newcastle brands Strongbow and Bulmers Original.

C&C said it expects the premium cider category to return to growth in 2008, and said a reorganisation and cost-cutting initiatives will help improve its financial performance.

Ex-Coors sales operations managing director John Holberry joins the company as managing director for Magners Great Britain on March 18.

The off-trade cider market grew 25 per cent by value to 538.4 million in the year to Jan 26, and 19 per cent by volume, according to Nielsen. Magners grew its sales by 65 per cent to 75.5 million in the same period.




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