C&C Group has struck an agreement with AB InBev’s Budweiser Brewing Group to become the exclusive distributor for the Budweiser and Bud Light beer brands in Ireland from July, taking over from Diageo.
The deal is an expansion of the companies’ existing relationship, which has been in effect since 2009 and seen C&C brewing and distributing some of the Budweiser group’s brands in Scotland, Northern Ireland and the Republic.
From 1 July, C&C will have responsibility for the sale and distribution of Budweiser Brewing Group’s complete beer brand portfolio across all of Ireland, including Stella Artois, Beck’s, Corona, Leffe and Hoegaarden. The expanded partnership will see the kegging of Budweiser take place in Clonmel, Co. Tipperary.
It brings to an end AB InBev’s long-standing deal with Diageo to brew and distribute Budweiser lager in Ireland.
Paula Lindenberg, President of Budweiser Brewing Group said: “This deal, part of our wider expansion strategy, will utilise C&C’s expertise across Ireland to bring our loved brands, now under one unified portfolio, to even more customers and consumers.
“As we look to the future, we’ll be working closely to ensure a smooth transition to our customers, and we are hugely grateful to Diageo for a positive working relationship over the years.”
Tom McCusker, Managing Director of C&C Group Ireland, added: “This agreement marks an exciting new phase in our partnership with Budweiser Brewing Group. With a portfolio of some of the world’s most iconic beer brands, we look forward to optimising the portfolio and distribution strengths of our two businesses for the benefit of our mutual customers across Ireland”.
