C&C Group, the manufacturer, marketer and distributor of alcoholic drinks, has entered into a partnership with AB InBev to marry up their respective beer and cider portfolios across the UK and Ireland.
The tie-up will affect some of the best-known brands in brewing, with AB InBev assuming responsibility for the sale and trade marketing of C&C’s portfolio including Magners, Chaplin & Corks and Blackthorn in England, Wales, the Channel Islands and the Isle of Man.
Stephen Glancey, chief executive of C&C Group, said: “We are delighted to renew and expand the scope of our long-term partnership with AB InBev, the world’s leading beverages company. The agreements leverage the manufacturing, distribution and portfolio strengths of our two businesses in our core markets in the UK and Ireland.”
Jason Warner, president, AB InBev UK & Ireland, added: “AB InBev has had a close, strategic partnership with C&C since 2009 and we are very happy to announce today that we’re strengthening our business ties. The new and extended contracts will utilise AB InBev’s world class distribution network to bring people in England, Wales, the Channel Islands and the Isle of Man more choice in the cider category. This partnership will provide our customers in both the on and off-trade with a renowned, complementary portfolio including Budweiser, Corona, Stella Artois, Goose, Camden, Magners, Chaplin & Cork’s, Blackthorn and K from AB InBev.”
The multi-year agreement is live with immediate effect with no consideration payable by either party and follows on from AB InBev’s mammoth £79bn purchase of SABMiller to create a global brewing monster.