Brewer AB InBev has agreed on a renewed partnership with C&C Group, a manufacturer, marketer and distributor of branded drinks products.

The brewer has extended multi-year contracts for the UK and Irish market.

According to a new distribution contract, AB InBev will handle the sales and trade marketing of C&C Group’s cider brands in England, Wales, the Isle of Man and the Channel Islands.

“The new and extended contracts will utilise AB InBev’s world class distribution network.”

A renewed and extended contract will allow C&C Group to continue brewing, kegging, bottling and canning certain AB InBev products at its Wellpark Brewery in Glasgow.

With the renewal of existing arrangements, C&C Group will distribute AB InBev’s beer products in Scotland, Northern Ireland and the Republic of Ireland.

AB InBev UK & Ireland president Jason Warner said: “AB InBev has had a close, strategic partnership with C&C Group since 2009 and we are very happy to announce today that we’re strengthening our business ties.

“The new and extended contracts will utilise AB InBev’s world class distribution network to bring people in England, Wales, Channel Island and the Isle of Man more choice in the cider category.

“This partnership will provide our customers in both the on and off-trade with a renowned, complementary portfolio including Budweiser, Corona, Stella Artois, Goose, Camden, Magners, Chaplin & Cork’s, Blackthorn and K from AB InBev.”

The firms have been in partnership since 2009, with C&C brewing and distributing  AB InBev’s brands in Scotland, Northern Ireland and the Republic of Ireland.

C&C Group chief executive officer Stephen Glancey said: “This marks a new phase in our long term partnership with AB InBev, leveraging the manufacturing, distribution and portfolio strengths of our two businesses in the UK and Ireland.

“The renewal and expansion of the agreement to distribute AB InBev’s portfolio of beers throughout Scotland and Ireland is testament to the strength of our distribution networks and our leading positions and brands in these territories.

“We are also excited about the increased opportunities we now have for our cider brands in England, Wales, Channel Islands and the Isle of Man, where AB InBev’s distribution capabilities are strong.

“We are confident that the agreements we have signed today will continue to drive volumes over the long term for both companies.”

As per the new agreement, AB InBev will represent C&C Group’s cider brands, including Magners Cider in England, Wales, the Isle of Man and the Channel Islands.

After a transition period, the agreement also requires use of AB InBev’s distribution network for C&C’s ciders distribution and to enhance AB InBev’s current selection of beer and cider.

Expected to complete by the first quarter of next year, the firms are working towards a smooth transition process.

Image: C&C Group’s Irish cider brand Bulmers’ factory in Clonmel, Ireland. Photo: courtesy of Dimod61/Wikipedia.