Fresh alert at C&C as Magners fizz goes

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C&C Group today admitted the decline in Magners is accelerating ever faster and that its profits for 2008-9 will be less than half where they were two years ago.

Sales of Magners in the UK fell 24% in the run-up to Christmas and were down 17% in Ireland. That compares to previously reported falls in total sales of 12% in the first half of the year and 10% in the first quarter.

C&C, in its third-quarter update, now says profits for the year to the end of February will come in at 90 million (£71.3 million).

That is down 28% from last year's 125 million, which itself was a slide from the high point of Magners popularity in 2006 , which saw full-year profits of 199 million.

Magners has always denied its cider-over-ice proposition was a fad. It claims it has been a victim of competition from Bulmers in the UK and the consumer downturn.