Magners to triple the size of its UK office
The C&C Group - owners of Magners - is to triple the size of its UK office to combat declining cider sales, it has been revealed.
The Irish company ran the UK business from its Dublin headquarters until last March when it appointed John Holberry as UK managing director. Holberry - formerly managing director of sales operations for Coors - is now looking for as many as 70 staff to join its existing 30-strong team in the UK, according to our sister publication The Grocer.
Holberry said: "It is clear that some aspects of the UK business suffered as a result of being run out of Ireland.
"We failed to maintain good customer relations and react to market changes. By continuing to invest in good customer relationships and react to market changes. Innovation also suffered.
"By continuing to invest in good marketing and now increasing the investment in the UK team, we hope to spearhead not just further growth for the brand but also for the category."
The expansion of Magners' UK team come as it also announced plans to introduce a new reduced-alcohol version of its Irish cider, marking the launch of what it claims is the UK's first-ever mid-strength cider product. The 2.3% abv Magners Mid Strength will go on trial in 550 Tesco stores from next month, retailing at £1.99 for a pint bottle.
