With this addition to its portfolio C&C has responsibility for the sale and distribution of Budweiser Brewing Group’s complete beer brand range across the Island of Ireland.
According to Interbrand’s 2019 Best Global Brands, Budweiser is the world’s leading alcohol brand.
C&C and BBG plan to revitalise the Budweiser brand here in Ireland and reconnect with Irish consumers through a combination of marketing investment and in-pub activations. The planned marketing budget for the brand will be a multiple of recent spend in order to capitalise on the inherent strength of the Budweiser brand in Ireland, states the company.
The expanded partnership sees the production of Budweiser 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.
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.
Both companies will collaborate on the marketing of the expanded portfolio which also includes Stella Artois, Beck’s, Corona, Leffe and Hoegaarden.
Ireland – global launch for new Bud ID
Ireland will also be the world’s launch market for Budweiser’s brand new visual identity including new packaging and a new ‘Cadillac’ bottle with twist-off cap. The new brand identity will be rolled-out together with a range of investments in Irish pubs including new glassware and bar taps.
The brand will be further strengthened by utilising an extensive suite of Budweiser marketing assets.
In addition to significant brand investment Budweiser will move away from all plastic packaging by the end of 2020.
Budweiser, AB InBev’s largest brand in Europe and present in more than 85 countries globally, is poised for further growth following recent launches in France and the Netherlands.
“Budweiser is the world’s leading alcohol brand and the fourth-biggest lager in the country,” commented C&C Group Ireland’s Managing Director Tom McCusker, “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”.