C&C Group strengthens Irish links with Budweiser

DUBLIN-based drinks group C&C has strengthened its partnership with the Budweiser Brewing Group (BBG) by becoming the exclusive distributor of its complete beer brand portfolio across Ireland.

C&C has been working with Budweiser since 2009 and has been brewing and distributing a selection of its brands in Ireland and Scotland.

But from this week the partnership is further strengthened with the exclusive distributor deal, and C&C and BBG will collaborate on the marketing of the unified portfolio, which also includes Stella Artois, Beck's, Corona, Leffe and Hoegaarden.

And the two brands say they plan to revitalise the Budweiser brand in Ireland through a combination of marketing investment and in-pub events, while Ireland will also be the world's launch market for Budweiser's new brand visual identity, including new packaging and a new bottle with twist off cap.

Tom McCusker, managing director of C&C Group Ireland, said: “We're excited about this new phase in our partnership with Budweiser, which is the world's leading alcohol brand and the fourth biggest lager in the country.

“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.”

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