Marketing

Bulmers brand down 6%

In a cider category that saw an overall decline of 1% Bulmers cider (including its Outcider brand) grew off-trade volumes, increasing its share of the off-trade channel, while maintaining share in the packaged on-trade channel according to its C&C Group parent company.

The cider, wine, beer and soft drinks distributor issued its preliminary trading update for the12 months to 28th February 2018 recently, indicating that Bulmers’ overall brand volumes were down 6% for the year, reflecting the loss of on-trade draught distribution points. The Bulmers brand had notched up 3% growth the previous year.

In addition, the company pointed out that, “As highlighted in our first half results, revenues and profitability in Ireland were also negatively impacted by reduced volumes in our wholesale business and the reversion of certain customers to direct supply from AB InBev”.

Nevertheless, C&C expects to report profits of €86 million for the 12 months to the end of last February.

In its outlook for the year ahead C&C stated, “While competitive pressures remain in Ireland, we expect performance to improve next year”.

Preliminary results for the full year 2018 will be announced on 16th May.

 

 

 

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