C&C Group has rebranded its business in Ireland to combine its two main operations, C&C Gleeson and Bulmers Limited, under the unified trading name of Bulmers Ireland.
The company, also known for its Magners and Tennent’s products, said: “Trading as Bulmers Ireland, our objective is to better align our business units in Ireland under one corporate identity, which reflects the strength and standing of Bulmers, one of Ireland’s most iconic brands.
“The modernisation and simplification of our business model in Ireland will support our customer base and enhance our service.”
Meanwhile, the group also announced that it was launching a new online ordering platform and customer portal system as part of an expansion of its digital capabilities amid the coronavirus pandemic. Customers will be able to access Bulmers Direct from any digital device.
To support the wider hospitality industry, C&C has also launched its ‘LOCAL’ app and website. It aims to connect customers with local food and drinks businesses to facilitate home deliveries, click & collect and on-premise table service. The scheme is targeting pubs, clubs, restaurants and bars looking to offer such services but currently have no technology solution.
Transaction fees of 2% per order will be re-invested into LOCAL, while any excess income from the platform in 2020 will be donated to healthcare charities across Ireland.
“We believe these initiatives will further enhance the customer experience with Bulmers Ireland,” C&C said.
NAM Implications:
- Time for competitors to reassess relative appeal in Bulmers’ categories…
- …if the combination of a simpler business model and online/platform initiatives are to count for anything.
