C&C Group assumes exclusive distribution of Budweiser across island of Ireland

Partnership plans to revitalise the Budweiser brand in Ireland, through a combination of marketing investment and in-pub activations

Ireland to be world’s launch market for new Budweiser brand identity



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7 July 2020

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C&C Group has assumed exclusive distribution of Budweiser, the world’s biggest alcohol brand*, on the island of Ireland, in a move described as a “strengthening of [their] partnership”.

C&C now holds exclusive distribution of Budweiser Brewing Group’s complete beer brand portfolio across Ireland. C&C and BBG (UK&I) will collaborate on the marketing of the unified portfolio, which also includes Stella Artois, Beck’s, Corona, Leffe and Hoegaarden.

The two companies say they plan to revitalise the Budweiser brand 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”.

Ireland will also be the world’s launch market for Budweiser’s new brand 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. In addition to significant brand investment, recognising the importance of sustainability and environmental impact, Budweiser says it will move away from all plastic packaging by the end of 2020.

According to the brand, 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, while in the UK, Budweiser is the official beer of the Premier League”. What’s more, Interbrand’s 2019 Best Global Brands ranking features Budweiser as the world’s leading alcohol brand.

C&C has been working with Budweiser Brewing Group since 2009 and has been responsible for brewing and distributing a selection of the brewer’s brands in Scotland, Northern Ireland and the Republic of Ireland.

Tom McCusker, managing director of C&C Group Ireland, said the group intends “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 optimize the unified portfolio and distribution strengths of our two businesses for the benefit of our customers across Ireland,” McCusker added.

Meanwhile, Evgenia Vlasova, commercial director, Ireland, Budweiser Brewing Group UK & Ireland, expressed the team’s excitement about formally beginning the new partnership with C&C Group. “We have big plans in Ireland and are looking forward to this next chapter,” Vlasova said.

*(Source: Interbrand, Best Global Brands 2019 Rankings https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/)



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