C&C Group has expanded a partnership with AB InBev’s UK business to include exclusive distribution of Budweiser and Bud Light on the island of Ireland.
With the addition of the two brands as of July 2020, C&C will have responsibility for the sale and distribution of Budweiser Brewing Group UK&I’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, Ireland.
The deal will see an enhanced focus on Budweiser throughout Ireland. The lager, AB InBev’s largest brand in Europe and present in 85 countries globally, is poised for further growth following recent launches in France and the Netherlands.
“This agreement marks an exciting new phase in our partnership with Budweiser Brewing Group,” said Tom McCusker, managing director of C&C Group Ireland.
“With a portfolio of some of the world’s most iconic beer brands, we look forward to optimising the portfolio and distribution strengths of our two businesses for the benefit of our mutual customers across Ireland.”
Paula Lindenberg, president, Budweiser Brewing Group, added: “We are happy to announce today that we’re strengthening our relationship with C&C Group, who is already a close, strategic partner for us. This deal, part of our wider expansion strategy, will utilise C&C’s expertise across Ireland to bring our loved brands, now under one unified portfolio, to even more customers and consumers.
“As we look to the future, we’ll be working closely to ensure a smooth transition to our customers, and we are hugely grateful to Diageo for a positive working relationship over the years.”
AB InBev, the world’s largest beer maker, renamed its UK business to Budweiser Brewing Group UK&I last year.
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