Magners owner the C&C Group is planning to more than triple the size of its UK office in a bid to stem declining sales of the cider.
The Irish company ran the UK business from its Dublin base until last March, when it appointed John Holberry, previously MD of sales operations at Coors, to the role of UK MD.
Holberry is now looking for as many as 70 new staff to join the existing 30-strong UK team, which is based in Cambridgeshire.
“It is clear that some aspects of the UK business suffered as a result of being run out of Ireland,” said Holberry. “We failed to maintain good customer relationships and react to market changes. Innovation also suffered. By continuing to invest in good marketing, and now increasing the investment in a UK team, we hope to spearhead not just further growth for the brand but also for the category.”
Competition from S&N-owned Bulmers and two washout summers have added to the cider’s woes.
However, the company is investing in extensive new orchard plantings in Ireland despite a 10% drop in revenues for its cider division in the four months to 30 June.
It has also released a raft of new products this year including Magners Light, Magners in pints for the off-trade and on draught for the on-trade, and is set to launch Magners Mid Strength, a 2.3% cider, into the UK off-trade.
The Irish company ran the UK business from its Dublin base until last March, when it appointed John Holberry, previously MD of sales operations at Coors, to the role of UK MD.
Holberry is now looking for as many as 70 new staff to join the existing 30-strong UK team, which is based in Cambridgeshire.
“It is clear that some aspects of the UK business suffered as a result of being run out of Ireland,” said Holberry. “We failed to maintain good customer relationships and react to market changes. Innovation also suffered. By continuing to invest in good marketing, and now increasing the investment in a UK team, we hope to spearhead not just further growth for the brand but also for the category.”
Competition from S&N-owned Bulmers and two washout summers have added to the cider’s woes.
However, the company is investing in extensive new orchard plantings in Ireland despite a 10% drop in revenues for its cider division in the four months to 30 June.
It has also released a raft of new products this year including Magners Light, Magners in pints for the off-trade and on draught for the on-trade, and is set to launch Magners Mid Strength, a 2.3% cider, into the UK off-trade.
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