The Magners slump, fuelled by poor weather and price pressures, sent operating profits down by more than a third, C&C revealed in its latest accounts.
Magners increased its off-trade market share from 5.9% to 8.1%, despite falling on-trade sales.
Maurice Pratt, C&C's chief executive officer, said: "In 2008/09 we expect to stabilise the group's financial and market performance, and to deliver growth through the benefits of a streamlined organisation, cost reductions
Magners is expected to move away from the "season-based advertising" that has made it over-reliant on the weather, OLN understands.
Magners has added a 33cl PET bottle to its range. The packaging targets
music and sports venues, nightclubs and large outdoor events. At the moment it is only available in the on-trade.