Marketing

C&C’s Mahou India collaboration

As the C&C Group continues to expand its international footprint in Asia-Pacific through its partnerships with the San Miguel brewery’s subsidiary in Thailand and Coca-Cola Amatil in New Zealand, the company has announced a third Asian tie-up in a matter of months through another strategic partnership contract.

This time it’s looking at India through its recently-announced strategic partnership with Mahou India, the subsidiary of Spanish brewing major Mahou San Miguel, for a number of C&C’s Tennent’s products which will be brewed in India.

C&C and Spanish-headquartered Mahou San Miguel have reached agreement to brew initially Tennent’s IPA and its Whisky Oak Aged Beer under licence in India, a rapidly growing beer market “with strong fundamentals for accelerated growth in the short term”.

Mahou India is the first international subsidiary of Mahou San Miguel, a Spanish-owned family company and market leader in Spain with a 35.5% share of beer production. Based in Gurgaon (Haryana) it has a production centre located in Bhiwadi (Rajhastan).

“The deal strengthens Tennent’s presence in India and we hope it allows for participation in the spectacular growth and premiumisation of the Indian Beer Market,” commented Joris Brams, Managing Director of C&C Group’s International Division.

The two brands will become available there at the end of October.

 

 

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