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Social: Ensure Alcohol is Consumed Responsibly

C&C Group plc advocates the responsible consumption of the brands we manufacture and distribute. We are committed to the promotion of responsible drinking and moderate consumption of our products, to ensure they are enjoyed safely by consumers. Recognising the evolving trends around moderation and reduced consumption, C&C has introduced low/no alcohol variants of its core brands.

Introduction of 0% and Low Alcohol Variants

C&C Group plc advocates the responsible consumption of the brands we manufacture and distribute. We are committed to the promotion of responsible drinking and moderate consumption of our products, to ensure they are enjoyed safely by consumers.

Recognising the evolving trends around moderation and reduced consumption, C&C has introduced low/no alcohol variants of its core brands:

  • Tennent’s Light has been acknowledged as Scotland’s lowest calorie beer, being 3.5% ABV, based on our award-winning Gluten Free Tennent’s, made from 100 per cent Scottish grown cereals and fresh highland water from Loch Katrine. Tennent’s Light is only 114 calories per pint, 66 calories per bottle and is further evidence of not just our efforts to evolve our offerings with changing demand but our commitment to providing healthier alternatives to existing beers.
  • Tennent’s Zero is our new, refreshing 0.0% lager. With 57 calories per bottle and 75 calories per can, and the same great flavour profile as Tennent’s Lager, Tennent’s Zero is a great choice for those looking for non-alcoholic alternatives and reduced calorie intake.
  • Magners and Bulmers Zero are the light, refreshing alternatives to our much-loved Original recipe with 0.0% alcohol. Both have all the flavour and character you would expect from our Original recipe and use a non-alcoholic fermentation to create the cider character.

Consistent with our commitment towards responsible alcohol consumption, and to ensure that consumers are provided with the full details of our products, we voluntarily display calorie information and the Chief Medical Officer guidelines on the packaging of our major brands in the UK and Ireland.

Reducing ABV & Calories of Our Brands

In February 2021, as part of our ongoing commitment to the promotion of responsible drinking and moderate consumption of our products, to ensure they are enjoyed safely by consumers, we announced our decision to reduce the alcohol content of K Cider from 8.0% to 7.5% ABV. This measure will see the removal of c.4.8m units of alcohol and 360m kcal from the UK marketplace.

Support for Industry programmes

We are funders and active members of Drinkaware, which performs the valuable role of equipping consumers with information about responsible alcohol consumption. We also support Best Bar None (‘BBN’) in Scotland, a national accreditation and award scheme for licensed premises. Participants are given lots of support and advice to improve the safety of their staff, premises and customers and to adopt high management standards.

We are members of the UK’s National Association of Cider Makers (‘NACM’), which works closely with apple growers and the agricultural communities in cider regions in the UK. This working relationship puts us at the heart of many UK Government discussions relating to the responsible use of alcohol. The NACM is also engaged with tax and regulatory departments and opinion-forming bodies having an interest in cider and alcohol generally. We are also a member of the European Cider and Fruit Wine Association.

Support to Relevant Charities

In FY2022, we will review our approach to charitable giving to ensure this is aligned to the Group’s purpose, vision and values. The Group is committed to the communities in which it operates and undertakes a range of initiatives that benefit our local communities. Examples of our commitment to the community are set out below.


During FY2021, our donations and charity activity was heavily influenced by COVID-19. Those supported included local and national hospitals, charities who manufactured and distributed PPE to frontline workers and our local women’s refuge ‘Cuan Saor’. In recognition of the impact of the pandemic on older members of our community we made donations to Age Action and ALONE. Our sports and social site charity for 2020 in Ireland was Carrick on Suir River Rescue who provide a voluntary service on our site adjoining River Suir.

We are active members of Tipperary Chamber of Commerce and hold a seat on the steering group of County Tipperary Skillnet, our local enterprise led learning network. We have forged strong links with local employment services including ‘Turas Nua’, who are Ireland’s leading welfare to work provider, helping people move on their journey into sustainable employment. Bulmers Clonmel has placed over 35 long term unemployed persons in fully paid work placement positions since 2018.

We continue to partner with Inner City Enterprise (‘ICE’) in Dublin. ICE is a charity which advises and assists unemployed people in Dublin’s inner city to set up their own businesses. We have provided ICE with funding to support their initiatives and a number of our staff have joined their panel of business advisors to support the entrepreneurs that they work with.


The Group supports a diverse range of sporting, charitable and community projects across Scotland and has endeavoured to use its support of sports to generate opportunities for community engagement and charitable fundraising.

Tennent’s looked to support key workers and those most in need during the COVID-19 pandemic. Working with our third party suppliers, we identified a range of products including thousands of cases of water, juice, soft drinks and crisps that we have been able to distribute amongst a range of deserving causes and groups throughout central Scotland, including 32 Trussel Trust Foodbanks and Lightburn Hospital in Glasgow.

During the first lockdown in early 2020, C&C Group’s in-house marketing agency, Badaboom, supported Glasgow venue, SWG3’s ViseUp campaign as the logistics and distribution partner. Over 30,000 items of PPE were produced by a network of schools including Kelvinside Academy and Caldervale High School and delivered by Badaboom team members to NHS workers in hospitals, care homes, clinics and surgeries across Scotland.

To support the Scottish and Northern Ireland hospitality sector re-opening in the summer of 2020, Tennent’s offered hundreds of thousands of complimentary pints of Tennent’s Lager and Tennent’s Light to consumers under its “Dedicated to You” campaign, encouraging footfall in around 2,000 licenced venues across Scotland and Northern Ireland. The campaign also, promoted the safe reopening of pubs, social distancing and responsible consumption.

Tennent’s also supported the Copper Rivet Distillery in Kent with the provision of high alcohol waste beer for distillation into hand sanitiser. Tennent’s is providing 90,000 litres of high strength beer, (which the Distillery converted into hand sanitiser for distribution to frontline services including the British Transport Police (Scotland) and the Metropolitan Police).

Tennent’s has partnered with spirit producer, Glasgow Distillery Company, to produce almost 11,000 bottles of hand sanitiser in support of the on-trade as it reopened in Spring 2021.

Tennent’s continues its longstanding partnership with The Benevolent Society of Scotland (‘The Ben’), which aids people of all ages who have worked in the licensed trade for at least three years full-time. Beneficiaries receive annual financial assistance as well as discretionary grants for emergency situations.


In 2021, Matthew Clark, has partnered with Pubaid and the All-Party Parliamentary Beer Group to support the Community Pub Hero Awards. The initiative, recognises the critical role that hospitality plays across the UK, together with licensees and teams who went the extra mile to help their communities through the pandemic, whether by offering vital supplies for local residents, cooking hot meals for the elderly or keeping people connected through online quizzes or chats.

Bibendum continues to be a key partner of The Drinks Trust (formerly The Benevolent), to provide care and support to the people who form the drinks industry workforce with services across vocational, wellbeing, financial and practical support. These services are intended to assist with and improve the circumstances of those who receive them.

Heverlee is created in association with the Abbey of the Order of Premontre (known as Park Abbey) and is inspired by the beers first brewed by the monks in medieval times. The Abbey lies just outside Leuven and is the largest of its kind in Belgium, founded in 1129. Today, every pint of Heverlee sold supports the major multi-million Euro restoration of Park Abbey ensuring Heverlee is as bound to the Abbey’s future as we are indebted to its past.