Magners reshuffle continues

Paul Bartlett has been announced as the new marketing director for Magners. His appointment, effective from March, follows the recent departure of Maurice Breen from the brand. Bartlett joins Magners from Scottish and Newcastle, which owns rival cider brand Bulmers, where he held the post of consumer marketing director.

Bartlett’s appointment is thought to be part of a wider restructure implemented by CEO John Dunsmore, another former S&N executive, who joined C&C Group in November. At the same time as Dunsmore’s arrival, Stephen Glancey took up the position of COO, again moving from a position on the S&N board.

Breen was widely credited with creating the ‘over-ice’ category, which lay at the heart of cider’s resurgence in the UK market. However, over the past year Magners has seen declining UK sales, partly caused by increased competition from Bulmers. In January the brand announced it was ending its sponsorship of London Wasps rugby team. This decision was ascribed by Breen to “a strategic review” of Magners’ existing sponsorships.

An interim C&C Group management statement released in January reported a 19% decline in the group’s cider division. The company declined to comment on this latest management change, indicating that it would make a broader statement regarding strategy as part of its next trading update, due for release on 3 March.

Gabriel Savage, 18.02.09