C&C to distribute Budweiser and Bud Light in Ireland

C&C Group, a soft drinks and alcoholic beverages manufacturer and distributor, has expanded its distribution partnership with AB InBev’s Budweiser Brewing Group UK&I.

Under the partnership, C&C Group will be the exclusive distributor of Budweiser and Bud Light on the island of Ireland.

Budweiser Brewing Group president Paula Lindenberg said: “We are happy to announce today that we’re strengthening our relationship with C&C Group, who is already a close, strategic partner for us.

“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.”

From 1 July, C&C will take over the distribution of the company’s complete beer brand portfolio across Ireland from Diageo.

Additionally, C&C and Budweiser Brewing Group will collaborate on the marketing of Stella Artois, Beck’s, Corona, Leffe, and Hoegaarden.

Since 2009, C&C has been associated with Budweiser Brewing Group and has been brewing and distributing certain brands in Scotland, Northern Ireland and the Republic of Ireland.

The deal is expected to improve Budweiser footprint throughout Ireland.

C&C Group Ireland managing director Tom McCusker said: “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.”