C&C Group and AB InBev extend their partnership with new distribution agreement for Orchard Pig Cider
27 February 2018: C&C Group, a leading manufacturer, marketer and distributor of branded drinks products, and AB InBev, the world’s leading brewer, have today agreed on an extended partnership, that will see Orchard Pig (after a transitional period) added to the portfolio of C&C Group cider brands distributed, sold and marketed by AB InBev in England, Wales, Isle of Man and Channel Islands.
In December 2016, C&C Group, entered into expanded distribution and contract brewing agreements with AB InBev, in respect of its cider and beer portfolios in the UK and Ireland. Leveraging the manufacturing, distribution and portfolio strengths of both businesses, under the terms of this agreement, AB InBev is responsible for the sale, trade marketing and distribution of C&C’s cider portfolio in England and Wales, including on and off-trade national accounts and national accounts in Scotland.
C&C strengthened its craft cider portfolio in July 2017 with the acquisition of Orchard Pig, which has continued to grow under C&C’s ownership.
Today’s announcement will benefit the full C&C cider portfolio as customers seek an extended cider offer and differentiation. This will also help Orchard Pig to realise its full potential in England and Wales, as the brand will now be added to the partnership agreement where it will be sold and distributed by AB InBev alongside the wider C&C Group Cider portfolio.Read Full Press Release