C&C Group is to merge its three separate trading businesses; Magners GB, Shepton Mallet Cider Mill and International Wine Services under the single trading name of C&C Brands as part of a drive to simplify and clarify its operations to customers.
The drinks industry specialists will market all its brands under the new umbrella business; including Blackthorn, ye Olde English and Gaymers
C&C Brands’ managing director, Andrea Pozzi, said, “We have a strong portfolio in England and Wales and we are delighted to be announcing the creation of C&C Brands. It is a logical step to create a single team when we are promoting all of our brands to a broadly common customer base.
“We can also benefit from a more efficient operational structure, principally by amalgamating sales and marketing personnel. We have some exciting developments to come in 2015 which, under the new structure, we will be better placed to promote.”
Andrea Pozzi said, “The launch of C&C Brands is part of a wider strategy by C&C Group to build long-term sustainable growth for the Magners brand, our English cider brands and our wider beer, wines and spirits portfolio in English and Welsh markets. Quite simply, having sales and marketing execution all under one roof will enhance our brand focus and free up additional capital for further investment in our brands.”