Magners owner C&C Group promises brand spend after streamlining business

By Noli Dinkovski

- Last updated on GMT

C&C Brands: The company claims it will be better placed to promote its drinks
C&C Brands: The company claims it will be better placed to promote its drinks

Related tags Shepton mallet Cider Gaymer cider company

C&C Group has pledged to increase brand investment after unifying three separate trading businesses – Magners GB, the Shepton Mallet Cider Mill and International Wine Services – into one company.

The new company, C&C Brands, “will create a platform for long-term sustainable growth, and bring simplicity and clarity to its operations as well as to its customers”, the drinks producer claimed.

Andrea Pozzi, managing director at C&C Brands, said it was a logical step to create a single entity given that the company is promoting all of its brands to a “broadly common” customer base.

He said: “We have a strong portfolio in England and Wales and we are delighted to be announcing the creation of C&C Brands.

“We can also benefit from a more efficient operational structure, principally by amalgamating sales and marketing personnel.”

Pozzi added: “We have some exciting developments to come in 2015, which, under the new structure, we will be better placed to promote.”

The brands being marketed and sold under the new division are​:

  • Cider – Magners, Chaplin & Cork’s, Blackthorn, K, Ye Olde English, Natch, Woodchuck, Gaymers and Montano
  • Beer – Menabrea, Tennents (in England & Wales)
  • Wine – Oliver & Greg’s, Trulli, Moondarra
  • Spirits – Odessa Vodka, Squires Gin

Pozzi said: “The launch of C&C Brands is part of a wider strategy to build long-term sustainable growth for the Magners brand, our English cider brands and our wider beer, wines and spirits portfolio in English and Welsh markets.

“Quite simply, having sales and marketing execution all under one roof will enhance our brand focus and free up additional capital for further investment in our brands.”

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