More sour news from Magners maker

The poor weather has dampened the impact of Magners advertising

The maker of Magners Cider has said that the UK's thirst for the drink was continuing to wane.

C&C said that year-on-year sales of the drink - which enjoyed massive success in 2006 - had fallen by 30% in the three months to 30 November.

It had already seen sales slump in its key summer period after dismal weather - prompting two profit warnings.

Magners was credited with revitalising the cider industry, marketing it as a drink to be enjoyed over ice.

A weak pub market, a consumer spending slowdown and competition as well as the weather had caused the firm to suffer, Dublin-based C&C said.

Magners has been pitched as a premium cider with analysts saying it was difficult to envisage how C&C could boost sales without cutting the price and therefore damaging the brand.

A combination of a hot summer and the football World Cup helped sales of Magners soar by 225% in 2006 after it went on sale in England for the first time, having been sold in Scotland since 2003.

In Ireland the brand is sold as Bulmers Original - though confusingly this is separate from the Bulmers brand served in the UK and owned by Scottish & Newcastle.

Other C&C brands include Tullamore Dew whiskey.