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C&C Group has strengthened its relationship with San Miguel in Asia through a new distribution partnership in Taiwan, which will boost distribution, sales and marketing of the Magners brand inside the country.
In February, it was announced that the two companies would forge a distribution partnership for the Thai market.
They have now extended that relationship with the plans to work together on bolstering Magners’ presence in Taiwan, which is currently the largest cider market in Asia with volumes in excess of 20,000hl per year. The market is growing at 69% year on year in volume terms, C&C Group said, making it one of the most lucrative cider opportunities currently available in the region.
Conor Hardy, regional director of C&C Group’s Asia-Pacific division, said: “This is a fantastic opportunity for C&C Group to extend its partnership with San Miguel to another key Asian market. Given the attractive cider growth trajectory we observe in Taiwan, this synergistic collaboration will strengthen Magners’ route to market and will position Magners to participate in future category growth.”
Carlos Berba, managing director of San Miguel Brewing International, said: “We at San Miguel Brewing International are delighted to expand its strategic partnership with C&C Group, giving both companies the opportunity to bring Magners to Taiwan’s rapidly growing cider market. Magners Cider is an exciting addition to our diversified portfolio that currently includes San Miguel Pale Pilsen, San Mig Light, San Miguel Cerveza Negra, Red Horse, Samuel Adams and Angry Orchard.”
San Miguel Company Taiwan will begin sales of Magners from 1 July 2016, effective across the whole of the country.
© FoodBev Media Ltd 2024