C&C Group rebrands its Irish business to Bulmers Ireland

C&C Group has rebranded its business in Ireland by combining its two main operating businesses, C&C Gleeson and Bulmers Limited, under the unified trading name of Bulmers Ireland.

The owner of Tennent’s and Magners says the move formed part of its objective to better align its business units in Ireland under one corporate identity, which reflects the strength of its iconic Bulmers brand.  

Official trading as Bulmers Ireland came into effect on 1 August.

According to C&C Group, modernising and simplifying its business model in Ireland will support its customer base and enhance its service.

As part of its investment in its digital capabilities, C&C Group has set up a new online ordering platform and customer portal system, Bulmers Direct, to meet the evolving needs of customers amid Covid-19.

To support the wider hospitality industry, C&C Group has also launched a new app and website. ‘Local’ connects customers with local food and drinks businesses by facilitating home deliveries, click-and-collect and on-premise table service.

Transaction fees of 2% per order will be re-invested into Local, with any excess income generated during 2020 being donated to healthcare charities across Ireland.

Earlier this year, the company appointed former Heineken UK managing director David Forde as its new CEO after Stephen Glancey stepped down a few months prior.