C&C CHIEF executive John Dunsmore told shareholders yesterday that he was confident the drinks group would “stabilise” volume sales of cider this year following a decision to pursue separate marketing strategies for the Irish and British markets.

“We lost about 15 to 20 per cent volume in the last year,” he said. “Our objective for this financial year to the end of February 2010 is to stabilise volumes and we are extremely confident of our ability to do that.”

He said Bulmers market share in Ireland has grown in the current financial year, while Magners volumes had stabilised in Britain, although the company continues to lose share there in what is a “growth market”.

C&C has an 85 per cent share of the Irish cider market and 10 per cent in Britain.

Mr Dunsmore added that cider sales in the US were encouraging. “We think we can get double-digit growth in America in the future,” he added. He said Bulmers volumes in Ireland had been helped by the launch of a pear-flavoured drink, a reorganisation of its sales team, and a 10 per cent cut in the price it charges publicans.

Mr Dunsmore’s comments were made at C&C’s agm in Dublin. Shareholders gave him a round of applause following his presentation about C&C’s proposed €205 million purchase of the Scottish and Irish businesses of Anheuser-Busch InBev.

Speaking after the meeting to journalists, Mr Dunsmore noted that about 20 per cent of the Irish pubs C&C had sampled had failed to pass on the 10 per cent price cut to consumers. The balance had, on average, reduced the price of Bulmers by 30 to 50 cent. This is an average price cut of about 7 per cent. “Clearly, we feel it would be beneficial for everyone involved for that [the price cut] to be passed on in full,” he said, adding that publicans were entitled to set their own prices.