C&C has signed a deal with Coors Brewers to keg and distribute a draught version of its Magners cider in British pubs.
British sales have fallen 28% because of the dire summer weather and competition from Scottish & Newcastle’s Bulmers brand.
The plan is to have it in pubs by May, priced 40p lower than the bottled version but at a premium to market leader Strongbow, which is also owned by S&N.
Chief executive Maurice Pratt claimed the launch of the draught drink would meet “Pent-up demand in the market for a premium draught cider”. C&C said it expected to report a 9% decline in full-year revenues to the end of February.
Coors' former managing director of sales John Holberry starts work next month with C&C in the newly-created position of managing director of Magners in Great Britain.
The Times 01/03/08 page 58 (Need to know)
The Daily Telegraph 01/03/08 page 39 (Businessnews)
Financial Times 01/03/08 (Companies & Markets) page 19
