Marketing director leaves Magners

The shake-up at Magners producer C&C continues with the departure of marketing director Maurice Breen, one of the men responsible for the recent boom in cider sales.

He will be replaced by Paul Bartlett, formerly of C&C's rivals Scottish & Newcastle (S&N), who will report into Magners UK chief executive John Holberry. It is believed he will start his new role in mid-March.

Speaking to thepublican.com, Breen said: "I look at the move very positively. I have no doubt that the guys who will be taking over the marketing of the brand will move it back into renewed growth. The recent launch of pear is a great innovation and I think the draught business will continue to develop."

This is part of a restructure of C&C being undertaken by new chief executive John Dunsmore, the former top man at S&N.

Breen has been marketing director at Magners during one of the most extraordinary periods of growth enjoyed by a drinks brand in recent times.

The pint bottle over ice innovation saw Magners become a must sell on most bars in the UK from 2006 onwards and Breen's work on the "Time dedicated to you" advertising saw him walk off with several national marketing awards.

However falling sales coupled with the success of rival Bulmers Original have led to tougher times recently. Earlier this month Breen confirmed that Magners would be dropping its successful sponsorship with rugby team London Wasps.