Cider competition proves hard to swallow for C&C
As C&C continues in its attempts to stem the slide in Magners cider sales, Heineken - which owns Strongbow and the Bulmers brand outside of Ireland - is eyeing international markets.
Its chief executive, Jean-Fran6ois van Boxmeer, recently said that the growth prospects for cider in Britain were ‘‘promising’’.
The company plans to roll out cider as a new category to other international markets, starting with the Netherlands.
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