This strategic partnership has been in place since 2009 when C&C acquired the Tennent’s Lager business from AB InBev.
For some time now C&C has felt that for Magners and its other cider brands to realise their full potential, particularly in England, Wales and amongst national accounts, it would benefit from an improved distribution channel in these areas.
Under the renewed distribution agreement AB InBev will be responsible for the on- and off-trade sales and marketing of C&C’s cider portfolio in England, Wales, the Channel Islands and the Isle of Man.
The existing contract brewing arrangements with AB InBev have also been renewed and extended whereby C&C continues to brew, keg, bottle and can an increased volume of AB InBev’s beer products at C&C’s Wellpark Brewery in Glasgow.
C&C will continue to sell and distribute AB InBev’s beer brands into the independent on- and off-trade in Scotland, Northern Ireland and the Republic of Ireland (excepting Budweiser here) alongside its “local champion” brands – Tennent’s, Magners and Bulmers – and its growing portfolio of speciality beers and ciders.
The agreement is in respect of AB InBev’s current beer brand portfolio and any future acquired or launched beer brands in these territories. The distribution rights exclude national on- and off-trade account customers and are effective immediately.