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UK: C&C Group readies Magners Pear cider launch

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C&C Group is set to launch a pear version of its Magners cider in the UK next month, as part of a plan to reinvigorate sales.

Magners Pear will be available in the licensed and grocery sectors from 1 March in 568ml pint bottles, 330ml long neck bottles and also cans, C&C Group said today (10 February).

The launch will be supported by a multi-million pound marketing drive, across all media and including sampling events, C&C Group said. It did not supply a figure for the marketing budget.

John Holberry, managing director of WM Magner, said: "We know lifestyles and tastes continue to change and our competitors have responded more quickly than we have, but our customers are ready for a new fruit-based drinks alternative from a credible, quality brand and Magners Pear will match that need perfectly"

C&C Group shares tumbled in January after investment broker Goldman Sachs downgraded the Irish group from buy to sell, citing the firm's January trading statement, which said that double-digit decline for Magners has continued into 2009.


Sectors: Beer & cider

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