C&C Group, in conjunction with subsidiary Vermont Hard Cider Company, has entered into a long-term partnership agreement with Pabst Brewing Company (PBC) for the sale and distribution of C&C’s cider brands within the United States.
The terms of the partnership will see PBC gain exclusive rights to distribute, market and sell all of C&C’s cider brands in the US, including its craft cider brands Woodchuck, Gumption, Wyder’s and Hornsby’s, as well as Magners (Bulmers in ROI) and Blackthorn.
PBC is best known for its successful flagship brand Pabst Blue Ribbon, and has a reputation for successfully introducing and scaling brands for in the US market.
According to C&C, the deal will significantly strengthen its route to market in the US by taking advantage of PBC’s extensive distribution and sales platforms, while the American company’s marketing activation capabilities will also allow for a smooth integration effort.
“PBC is a leading player in the US LAD market and the strength of their portfolio and market access will help us strengthen our position in the US cider category,” commented Stephen Glancey, C&C Group plc CEO.
“We have a truly unique asset in the US market with our Vermont cidery and are very proud of the heritage and craftsmanship behind our domestic and imported cider brands,” he added.
Chairman and CEO of PBC, Eugene Kashper, said, “This partnership is another key milestone as we look to collaborate with independent brand owners to build a best-in-class portfolio of craft and import brands.”
Under the current terms of the partnership, C&C Group will retain full ownership of its US Cider Brands and related assets, such as its cidery in Vermont, as well as the distribution rights for the US Cider Brands in all markets outside of the US.
© 2015 - Checkout Magazine by Jenny Whelan.
