C&C Group plc and Budweiser Brewing Group UK&I Strengthen Distribution Partnership Across the Island of Ireland
March 04, 2020 at 07:00 am EST
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C&C Group plc (‘C&C’ or the 'Group’) and Budweiser Brewing Group UK&I (‘Budweiser Brewing Group’) announced the expansion of their existing multi-year partnership, to include exclusive distribution of Budweiser and Bud Light on the island of Ireland. With the addition of Budweiser and Bud Light, from 01 July 2020, C&C will have responsibility for the sale and distribution of Budweiser Brewing Group’s complete beer brand portfolio across Ireland. C&C and Budweiser Brewing Group will collaborate on the marketing of the portfolio which also includes Stella Artois, Beck’s, Corona, Leffe and Hoegaarden. This will mean an end to Budweiser Brewing Group’s relationship with Diageo in Ireland. C&C has been working with Budweiser Brewing Group since 2009 and has been responsible for brewing and distributing a selection of the brewer’s brands in Scotland, Northern Ireland and the Republic of Ireland. The expanded partnership will see the kegging of Budweiser in Clonmel Co. Tipperary. The deal will see an enhanced focus on Budweiser throughout Ireland. The lager, AB InBev’s brand in Europe and present in 85 countries globally, is poised for further growth following recent launches in France and the Netherlands, while in the UK, Budweiser is the official beer of the Premier League. The brand will be further strengthened by utilising an extensive suite of Budweiser marketing assets.
C&C Group PLC is a vertically integrated drinks company. The Company manufactures, markets and distributes branded beer, cider, wine, spirits and soft drinks across the United Kingdom and Ireland. The Companyâs segments include Ireland and Great Britain (GB). The Ireland segment is engaged in the sale of the Companyâs own branded products across the island of Ireland, principally Bulmers, Magners, Tennentâs, Five Lamps, Clonmel 1650, Heverlee, Dowdâs Lane, Finches and Tipperary Water. The Great Britain segment is engaged in the sale of the Companyâs own branded products in Scotland, with Tennentâs, Caledonia Best, Heverlee and Magners being the main brands. This division includes the sale of its portfolio of owned cider brands across the rest of GB, including Magners, Orchard Pig, K Cider and Blackthorn, which are distributed in partnership with Budweiser Brewing Group. It distributes San Miguel and Budweiser Brewing Groupâs portfolio of beer brands across the island of Ireland.
C&C GROUP PLC 
