Seeking success in cider

C&C is confident it can build its share of the cider market in Britain and in the US, writes Samantha McCaughren.

18th May, 2013
Overall, the cider market was down 2 per cent last year.

A former chief executive of C&C once summed up the simple measure of the company's success. "If we don't succeed in cider, then it's fair to say that C&C as a group won't succeed," said John Dunsmore in 2009.

It is little surprise, therefore, that last week's full-year results raised some red flags. Sales of Magners, the company's British cider brand, are being badly squeezed as international rivals elbow out the smaller...

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