Sales of Magners and Gaymers ciders have fallen by 25% in value since the start of March as the lack of sunshine kept drinkers on their winter tipples, the Irish drinks firm C&C said today.
But it said it will fight back with more promotions and advertising for Magners and a relaunched range of Gaymers fruit ciders, which have sold well in recent weeks. It also saw sales of its Tennent’s beers, which it bought from Anheuser-Busch in 2009, rise 30% in Ireland as they were taken up by more pubs.
C&C said it expects operating profits for the full year to come in between €112 million (£90 million) and €118 million. Analysts had been forecasting an average increase from €112 million last year to €117.7 million. Across the industry shop and supermarket sales of cider and other long drinks fell 26% in the UK, according to Nielsen. So Magners’ and Gaymers’ decline in volume sales of 21.6% was slightly better than average.
Stephen Glancey, chief executive, said: “Despite a challenging quarter and tough consumer backdrop, we are confident that our resilient business model and strong brand market combinations will deliver continued earnings growth for the full year.”
