C&C Group is understood to have cut the wholesale price of Bulmers draught cider in Ireland by EUR0.04.

Michael Merrins, managing director at C&C Group's Ireland division, was quoted in the Sun newspaper this week as calling for pubs to pass on the price cut to the country's cash-strapped consumers.

Ireland has experienced one of the deepest recessions in Western Europe as a result of the global financial crisis.

A spokesperson for C&C Group declined to confirm or deny the Bulmers price cut, due to the proximity to C&C Group's full-year results statement, scheduled for 25 May. 

C&C reported a 7% drop in cider volume sales in Ireland for its fiscal third quarter, to the end of December.

"C&C expects to report a modest year-on-year decline in cider volumes for FY2010, this compares with a volume decline of over 14% in the 2008/09 financial year," it said in January.