Magners owner reviews marketing as sales slip

Magners owner C&C Group says it is looking to improve the effectiveness of its marketing as it reports an expected sales decline for the full financial year.

The Group says total revenues are expected to decline 13% for the year ended February 26 with Magners sales in Britain down 23%.

In a trading statement ahead of its full-year results on May 12, the group says bad weather last summer, a strong Euro and the economic downturn hit sales.

Looking forward, C&C says it is reviewing its marketing. “We are well positioned to take advantage of the deflationary pressures on media costs. We are taking steps to improve both the cost efficiency and effectiveness of our advertising and promotion investment,” it says.

C&C changed its marketing structure for cider brands last month, bringing in former Scottish & Newcastle consumer marketing chief Paul Bartlett to head marketing for Magners in the UK and Stephen Kent to lead its Irish counterpart Bulmers. Both roles had previously been handled by Maurice Breen.

The company is in the midst of a major restructure as it tackles declining sales and 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.