Focus - C&C looks to raise spirits after Magners’ fall from grace

By Chris Mercer | 27 November 2008

Magners Cider was a phenomenal, but seemingly short-lived, brand success story. As C&C Group seeks to recover from the boom and bust experience that befell its cider brand, it is looking to its spirits portfolio, and specifically Irish whiskey Tullamore Dew, for growth. And even in these uncertain times, the company is bullish about the opportunities ahead. Chris Mercer reports.

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Magners Cider was a phenomenal, but seemingly short-lived, brand success story. As C&C Group seeks to recover from the boom and bust experience that befell its cider brand, it is looking to its spirits portfolio, and specifically Irish whiskey Tullamore Dew, for growth. And even in these uncertain times, the company is bullish about the opportunities ahead. Chris Mercer reports.

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