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C&C Group Takes Over Distribution Of Budweiser In Ireland

Dublin-based C&C Group has announced that it is now the exclusive distributor of Budweiser Brewing Group’s complete beer brand portfolio across Ireland.

The companies plan to revitalise the Budweiser brand in Ireland and reconnect with consumers through a combination of marketing investment and in-pub activations.

The Bulmers maker will collaborate with Budweiser on the marketing of the unified portfolio, which also includes Stella Artois, Beck’s, Corona, Leffe and Hoegaarden.

'Optimise The Unified Portfolio'

Managing director of C&C Group Ireland, Tom McCusker, explained, “We intend to capitalise on the inherent strength of the Budweiser brand and its long-standing position as a lager of choice in Ireland with a new visual identity and significant investment in marketing and in-pub activation.

“We look forward to working together to optimise the unified portfolio and distribution strengths of our two businesses for the benefit of our customers across Ireland.”

The planned marketing budget for the brand will be a multiple of recent spend in order to capitalise on the inherent strength of the Budweiser brand in Ireland, C&C Group added.

New Visual Identity

The partnership will see the launch of a new visual identity for Budweiser as well as a new packaging in a ‘Cadillac’ bottle with a twist-off cap.

The company will also invest in new glassware and bar taps in Irish pubs.

Budweiser has also pledged to eliminate plastics from its packaging by the end of 2020.

Reports of moving the sales and distribution of Budweiser's beer portfolio to C&C Group first emerged in March of this year.

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.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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