TheC&C Group and the Budweiser Brewing Group UK & Ireland are to expand their existing partnership (dating back to 2009) through an exclusive distribution deal for Budweiser and Bud Light on the island of Ireland when the present brewing and distribution agreement with Diageo Ireland expires at the end of June.
With this addition of Budweiser and Bud Light brands to its portfolio C&C will have responsibility for the sale and distribution of Budweiser Brewing Group’s complete beer brand range across Ireland from 1st July.
Both companies are to collaborate on the marketing of the portfolio which also includes Stella Artois, Beck’s, Corona, Leffe and Hoegaarden.
To date, C&C has been responsible for brewing and distributing a selection of Budweiser Brewing Group UK & Ireland’s brands in Scotland, Northern Ireland and RoI.
The expanded partnership will see the production of both brands transferring to two UK breweries: Magor in South Wales and Samlesbury in Lancashire, both of which are operated by Anheuser-Busch InBev. These currently brew Bud and Bud Light for the British market but the kegging of Budweiser for the Irish market will take place in Clonmel, County Tipperary.
The deal will see an enhanced focus on Budweiser throughout Ireland states C&C.
This will mean an end to Budweiser Brewing Group’s relationship with Diageo in Ireland.
In a separate joint statement Diageo Ireland and Budweiser Brewing Group commented, “Over time the respective business priorities of Diageo Ireland and Budweiser Brewing Group have evolved and together we have made a mutual decision to end the relationship in Ireland when the current contract concludes on 30 June 2020”.