Alcohol distributor C&C Brands has announced that it will unify its brands in England and Wales under a single business.
Magners GB, The Shepton Mallet Cider Mill and International Wine Services will now trade as C&C Brands, having previously operated as three separately trading businesses. “The move will create a platform for long-term sustainable growth, and bring simplicity and clarity to its operations as well as to its customers,” the company said.
Brands being marketed and sold under the new division include Magners, Gaymers and Blackthorn ciders; Tennents beer; and Squires gin. The new entity made sense for communicating the brands to consumers, C&C Brands’ managing director claimed.
Andrea Pozzi said: “We have a strong portfolio in England and Wales and we are delighted to be announcing the creation of C&C Brands. It is a logical step to create a single team when we are promoting all of our brands to a broadly common customer base.
“We can also benefit from a more efficient operational structure, principally by amalgamating sales and marketing personnel. We have some exciting developments to come in 2015 which, under the new structure, we will be better placed to promote.
“The launch of C&C Brands is part of a wider strategy by C&C Group to build long-term sustainable growth for the Magners brand, our English cider brands and our wider beer, wines and spirits portfolio in English and Welsh markets. Quite simply, having sales and marketing execution all under one roof will enhance our brand focus and free up additional capital for further investment in our brands.”
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