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C&C Group gives packaging boost to struggling Woodchuck cider

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C&C Group has unveiled new packaging for its underperforming Woodchuck Hard Cider brand in the US.

The packaging covers four Woodchuck flavours

The packaging covers four Woodchuck flavours

The update, released in the country this month, aims to update the brand styling and highlight the different flavours in the Woodchuck range, C&C Group said. It covers four of the range's core styles - Amber, Granny Smith, Hopsation, and Pear.

C&C Group was forced to write-down its Woodchuck assets in full-year results in May. The cider brand has struggled for market share since C&C Group took control as part of its acquisition of the Vermont Hard Cider Co in 2012 for US$305m.

Full-year results were a disappointment for C&C Group. Stripping out the one-offs, including the write-down, net profits fell by 9.5% to EUR91.5m (US$103m), while operating profits were down by 9.2% to EUR115m.


Sectors: Beer & cider

Companies: C&C Group plc

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