Other than Fingal Raven’s extensive soccer club investment portfolio does anyone else here buy shares ever? I haven’t done so but it’s not going to stop me giving my first tip for a flutter on the stock market:
I was reading today about C%C’s shares dropping by 10% - reason: they’ll have lower profits this year due to investing more in their manufacturing facilities because of the growth in Magner’s in the UK.
Some observations:
- obviously short term investors have baulked at the notion that current year profits will be expected, but the prospects for growth are enormous
- the number of people drinking Magner’s in Glasgow is phenomenal. Easily the most popular beverage in any of the pubs I’ve been in
- While the share price has dropped now as a reaction to the lower profits than expected, those profits will still be well above previous years and there should be a feelgood buoyancy about those results anyway
- As a long-term prospect Magner’s have only just attacked parts of Britain. They’ve loads more to cover but their record has shown that their product is a huge seller anywhere.
- Sales figures in the summer are likely to be very impressive as cider is traditionally a bigger seller at that time so again while sales against earlier expectations might not be brilliant other comparatives (e.g. sales versus competitors or sales versus 2006) are likely to be very healthy indeed.
- When the cider distribution channels have been revamped it’s likely to have a positive effect on sales of Tullamore Dew etc also. River Rock isn’t the biggest selling water because it’s the nicest water - it’s hugely successful on the back of the Coca Cola sales structure. Something similar should happen between Tullamore Dew and Magners.
Conclusion:
Recommend purchase of shares in C&C at 10.55
Background article:
C&C struggles to cope with cider demand
28/02/2007 - 13:40:13
Shares in drinks maker C&C Group sank more than 10% today after the company warned it was facing higher costs as it struggles to cope with soaring UK demand for its flagship Magners cider.
The Irish group announced lower-than-expected profit growth figures due to increased spending as it ramps up production to quench UK drinkers thirst for cider with ice.
Sales of Magners soared 264% in the last year as the drinks popularity was boosted by a high profile advertising campaign and hot summer weather.
However, C&C said UK sales had been held back in the second half of the year due to insufficient manufacturing capacity at critical periods.
Magners was launched across the UK a year ago and the roll out was accompanied by a 30m advertising campaign targeted at young professionals.
The company also warned that it would increase spending on marketing significantly as it attempts to capitalise on the boom in cider drinking in the UK and Ireland.
C&C said as a result of the increased spending it was expecting operating profit growth of between 15% to 25% for 2007/2008 lower than City forecasts.
The announcement came as C&C said it was set to report a 25% increase in turnover for the year to February 28, 2007, from 817m achieved in 2006.
C&C, which also produces whiskey brand Tullamore Dew and sells cider under the Bulmers brand in Ireland, added that it expected to achieve a 6% hike in full-year profit margins.
Maurice Pratt, C&C chief executive, said: Magners in Great Britain has delivered tremendous results for C&C in 2006/07. Our primary focus in 2007/08 will be to enhance our market position in Great Britain.
He added that the company was also planning to carry out market testing of Magners in two other unnamed European markets.
Annual sales at the companys cider division are set to rise by 80% while shipment volumes in C&Cs Spirits & Liqueurs division are expected grow 11%.
Melissa Earlam, analyst at UBS Investment Research, said the profit growth for 2008 would lead to operating profits of between 240m and 260m below forecasts of 284m.
However she added: Nothing in the statement detracts from the Magners brand.
The growing popularity of Magners has contrasted with declining sales of traditional pint Guinness, particularly in Irish and UK markets.
C&C employs around 2,000 staff and has its main manufacturing and distributions sites in Cork, Dublin, Clonmel and Newcastle in Co Limerick. C&C shares dropped 1.05 to 10.55.