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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