Cider is rosy for C&C Magners' sales
THE poured-over-ice cider revolution has triggered a 250% increase in sales of Magners.
Marketing whizzes at Magners' owner C&C Group delivered a phenomenal kick-start to the cider market last year when they pushed the concept of a bottled cider served on the rocks.
The idea was a hug success in London, prompting C&C to roll it out nationwide in March this year.
Hot July weather added to the huge demand. C&C today said the clamour for Magners was so great it was a struggle to make enough of it, particularly take-home packs.
The company is pumping millions of pounds into expanding production.
C&C said in a trading statement for the six months to 31 August that it expected Magners' 250% growth rate to continue into the second half of the year.
The Magners effect has triggered a boom in sales of Strongbow cider, brewed by Scottish & Newcastle, which last year launched Sirrus, a bottled cider to pour over ice.
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