C&C struggles on both sides of the Atlantic

Market Talk

21st June, 2015
C&C struggles on both sides of the Atlantic
C&C cider brands are losing ground in the US

The drinks maker C&C spent hundreds of millions in the last number of years on a major push to grab a big share of the fast-growing US cider market. Expanding outside of Ireland and Britain was a big decision for the new management team parachuted into C&C in 2008 to turn its fortunes around.

American drinkers took to cider and sales volumes exploded. Through two major deals (the takeovers of Hornsby and...

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