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C&C Group has announced a strategic distribution agreement with San Miguel Marketing Thailand to strengthen the sales and distribution of its Magners brand of cider in the Southeast Asian market.
The move will allow the Irish company to push ahead with plans for international expansion. San Miguel will work closely with C&C to expand distribution, sales and marketing activation of Magners in Thailand, which C&C described as “one of the largest cider markets in Asia for the brand”.
San Miguel Marketing Thailand already manufactures a number of its own leading beer brands at their brewery in Pathum Thani, north of Bangkok, and distributes them across the country.
Joris Brams, managing director of C&C Group’s International Division, said: “We have the international market firmly in our sights and are delighted to be working in partnership with San Miguel Marketing Thailand, strengthening our international relationships even further. This collaboration allows us to bolster both our sales and brand exposure, and drive forward our international expansion programme in a significant way.”
San Miguel Brewing International managing director Carlos Berba added: “We, at San Miguel Brewing International, view this strategic partnership with the C&C Group involving the sales and distribution of the Magners cider brand in Thailand as another milestone for our operations in this country. The addition of Magners cider truly complements our portfolio that currently includes San Miguel Pale Pilsen, San Mig Light, San Miguel Cerveza Negra and Kirin Ichiban Shibori.”
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