ON-trade sales analyst CGA Strategy has identified a calculation error that led it to significantly understate the size of the Magners cider brand in Scotland.
The mistake was presented in data supplied by CGA for SLTN’s top 60 brands review, which we published on August 23.
CGA has revisited its calculation and confirmed that Magners should have been ranked the 12th most valuable drinks brand family in Scotland and number two in cider.
CGA also said the performance of Magners Golden Draught meant it should have been included in SLTN’s High Flyers chart.
“In the recent SLTN Top 60 brands report there was unfortunately an incorrect calculation within the brand summary produced by CGA,” the analyst said.
“Now recalculated, it means that Magners is now positioned as the 12th largest brand family in the report and the second largest cider brand overall.
“This is a significant change from the previously reported position.
“In addition, the significant growth in the last year of Magners Golden Draught means that this Magners brand family achieves High Flyer status in the 2012 report as being one of Scotland’s fastest-growing brands in the last year.
“CGA would like to extend sincere apologies for any confusion caused.”