Method in the Magners sales rise

Buoyed by its There’s Method in the Magners advertising campaign, C&C saw an 18 per cent jump in cider sales through UK off-licences and supermarkets, although this was offset by a 5 per cent decline in pubs and clubs.

John Dunsmore, C&C chief executive, described the UK as the world’s largest cider market and said it continued to attract new entrants such as Stella Artois Cidre.

He welcomed the competition and the additional interest rival drinks could generate for the cider category. “We intend to protect the strength of the brand with incremental support,” he added.

Announcing full-year results, Dublin-based C&C said that while UK cider sales volumes were up 3.6 per cent its net revenues fell 3.5 per cent as it absorbed duty rises and put more into promotions to attract cash-strapped consumers.

Helped by a 34 per cent jump in exports to places including Australia and North America, C&C’s underlying profits rose by 17 per cent to 105 million euros (£92.5m) in the year to February 28.

The company, which also sells Bulmers cider in Ireland, reported net revenues were up by 61 per cent to 529.6 million euros (£466.4m) after being boosted by the acquisitions of Gaymers cider and Tennent’s lager in Scotland.

Operating profits from Magners in the UK rose 31 per cent as a result of cost-cutting measures and the cider performance

C&C’s Irish business saw a 7 per cent decline in net revenues.