Magners owner buys Gaymers

Magners owner C&C Group has bought the Blackthorn, Olde English and Gaymers brands in a bid to boost its off-trade portfolio.

The company bought the brands as part of a £45m acquisition of US drinks maker Constellation Brands’ UK cider business.

C&C says the acquisition will diversify its portfolio, adding that it “increases the Group’s channel weighting towards the off-trade”.

The acquisition comes as C&C looks to revive sales of its Magners brand after group revenues in the six months to the end of August dropped 10.5%.

It recently appointed The Red Brick Road to handle the UK advertising account for Magners and launched a new Pear variant earlier this year.

In August, C&C bought Anheuser-Busch InBev’s Irish, Northern Irish and Scottish businesses, including the Tennent’s brand, in a bid to establish Magners in those countries.

The latest deal also includes a range of value cider brands and ‘own label’ cider production for UK grocers. C&C estimates that Constellation Brands’ total cider volumes for the year ended February 2009 were approximately 1.5 million hectolitres.

The deal is expected to close in January 2010.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here