C&C Group announces long-term partnership with US brewers Pabst
C&C Group has announced a major deal with iconic US brewer Pabst.
Print11 December 2015
C&C Group, manufacturer and distributor of a wide range of ciders, beers and soft drinks including Bulmers and Finches, has announced an exclusive long-term partnership agreement with Pabst Brewing Company, the world’s largest American-owned brewing company. Under the terms of the deal, in conjunction with it’s US subsidiary Vermont Hard Cider company, C&C’s cider brands will be distributed by PBC in the United States, starting from 1st March 2016. These include premium craft cider brands Woodchuck, Gumption, Wyder’s and Hornsby’s, as well as C&C’s imported cider brands including Magners and Blackthorn.
“PBC is a leading player in the US LAD market and the strength of its portfolio and market access will help us strengthen our position in the US cider category,” said C&C Group CEO Stephen Glancey. “We expect cider’s share of beer to grow double digits and to reach 3% over the next 5-7 years.
“We are very proud of the heritage and craftsmanship behind our domestic and imported cider brands,” Glancey added. “We now have the best partner to capitalise on the potential for our ciders in the US market.”
Pabst CEO and chairman Eugene Kashper said it was an honour to add C&C’s ciders to its portfolio. “This partnership is another key milestone,” he said, “as we look to collaborate with independent brand owners to build a best-in-class portfolio of craft and import brands. We are thrilled to be working with the team, and I am confident that together we will be able to return these heritage brands to growth.”
C&C will retain the rights to all of its assets for marketing outside the United States.
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