C&C Group and Budweiser Brewing Group have agreed a deal that will see C&C take over the distribution of Budweiser’s portfolio in Ireland from Diageo.

Effective from July 2020, C&C will have responsibility for the sale and distribution of the Budweiser beer brands, whcih has been handled by Diageo since 1986.

Budweiser’s brands include its titular and light variation beers, as well as Stella Artois, Beck’s, Corona, Leffe and Hoegaarden. The expanded partnership will see the kegging of Budweiser in Clonmel, home of Bulmers cider.

Tom McCusker, managing director of C&C Group Ireland, said that the agreement marked an exciting new phase in C&C’s partnership with Budweiser. “We look forward to optimising the portfolio and distribution strengths of our two businesses for the benefit of our mutual customers across Ireland,” he added.

"Evolving business priorities" were cited as the reason behind the termination of the Budweiser/Diageo partnership, the companies stated.

In Association with

C&C and Budweiser Brewing Group said they plan to revitalise the Budweiser brand in Ireland through a combination of marketing investment and in-pub activations. C&C said the planned marketing budget for the brand will be a multiple of recent spend.

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.

According to Interbrand’s 2019 Best Global Brands, Budweiser is the world’s leading alcohol brand.

C&C has been working with BBG 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.