Magners targets pubs for growth

Magners-owner the C&C Group has said the on-trade will be key to reviving the brand's flagging fortunes in the UK market.

"There are still considerable distribution opportunities for us in the on-trade, which remain untapped," said UK MD John Holberry. "In comparison to other premium packaged ciders we've got great distribution but we still only have around 60% of the distribution of the likes of Guinness, Budweiser or Beck's."

The company will be pushing the draught concept as well as bottles in pubs and bars this year and is increasing stockist support as a result.

There will be kits designed to help support new Magners draught stockists as well as sampling, training, promotional and local advertising support for all stockists.

"The challenge with draught for us is to get over the need for licensees to stock both formats," said Holberry. "However we've seen sales increase 262% in some dual stockists, so there is clearly demand."

Hoberry admitted that the company had "stood still" over the last 18 months, which had allowed rival brand Bulmers to take some of its market share.

"Back in 2006 people were walking out of bars if they didn't stock Magners, now they are only too satisfied with an alternative brand," he said. "We have re-engage with consumers and re-ignite their passion for the brand to get back to that position."

A new advertising campaign scheduled for launch in May along with sampling, poster and digital campaigns as well as 500,000 improved branded glasses to be given out to the trade are all in the pipeline as part of the strategy, he confirmed.