The Magners owner has appointed former InBev marketer Kirsty Hunter to head consumer marketing for the enlarged cider business, while Julie Gilroy steps up from her role as customer marketing controller at Gaymer to lead customer marketing in the UK.
The two will report to Magners marketing director Paul Bartlett, who is now group marketing director for the UK cider business, which includes the Blackthorn, Olde English and Gaymers brands.
C&C Group bought Constellation Brands’ UK cider business, which included the Gaymer Cider Company, in a £45m deal.
The deal, which was completed at the start of the year, was seen as a way for C&C to protect the premium positioning of its flagship Magners brand.
Following the launch of the “Method in the Magners” campaign in March, sales slid just 1% in the two months to the end of April compared with a 4.9% decline in the year to 28 February.
The company will continue with the music-based marketing strategy for its Gaymer brand. It has partnerships with the Leeds Festival, Latitude,
Bestival and Lovebox and sponsors the Camden Crawl music event.
C&C Group acquired Scottish lager brand Tennent’s from Anheuser-Busch InBev last year.