Magners names new marketing chief

C&C Group has appointed Paul Bartlett marketing director for cider brand Magners.

C&C Group has appointed Paul Bartlett marketing director for cider brand Magners.

Bartlett, a former Scottish & Newcastle consumer marketing chief, replaces Maurice Breen, according to reports.

Bartlett joined C&C from Heineken late last year but it was unclear at the time what role he had taken.

Breen was hailed by many as on of the architects of the Magners sales boom of recent times and is credited as being behind the “time dedicated to you” enjoy over ice campaign of a few years ago.

However, sales have dipped in recent times under pressure from the success of rival Bulmers and the poor summer weather. In the six months to August 31 last year the company says revenues slumped 13%.

The appointment is understood to be part of an ongoing restructure at the drinks company following the arrival of former Scottish & Newcastle (S&N) boss John Dunsmore as chief executive officer last November.

Dunsmore replaced Maurice Pratt who resigned in October.

C&C is set to launch Magners Pear in the UK to broaden its portfolio in the increasingly competitive UK cider market. Its agency of record is Young Euro RSCG.

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