Marketing

C&C to distribute Pabst portfolio in UK & Ireland

The cider category in Ireland continues to lose share to other Long Alcohol Drinks with the Bulmers brand losing ground to “the distribution build of new arrivals”.

So states C&C in a trading update for the 12 months to 29th February 2016 which was released ahead of its Capital Markets Day being held in London today.

However, the statement continues, “compelling rate of sale data for Bulmers should prove to be a key feature in performance stabilisation in FY17. Meanwhile, distribution of Corona in the Republic and Heverlee and Clonmel 1650 in the North go from strength to strength”.

Sales of C&C Group’s export cider brand Magners rose 1% in volume in FY16 compared to the previous year, states the company, picking up share in the cider category with Magners draught back in growth in the second half of the financial year.

Following the new sales & marketing arrangements between C&C Group and the Pabst Brewing Company for distribution in the US which commenced on 1st March, C&C has announced that it will now be exclusive distributor for the Pabst Brewing Company portfolio in the UK and Ireland.

Full final results for FY16 will be announced on May 11th.

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