Sales lose fizz for Magners maker

The poor weather has dampened the impact of Magners adverts

The maker of Magners cider says revenues in the past year have fallen after cider lost some of its appeal.

Drinks group C&C was credited with revitalising the cider industry, marketing Magners as a drink to be enjoyed over ice.

But thirst for the drink waned during last year's poor summer and C&C expects revenue to have fallen 9% in the year to 29 February.

It hopes a better summer this year will revive demand for premium cider.

C&C said sales of Magners had fallen by about 15% while sales of its Irish cider brand Bulmers were about 4% lower.

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.

Other C&C brands include Tullamore Dew whiskey.