Irish premium alcohol company C&C Group rebrands to Bulmers Ireland after merger

IRELAND – C&C Group plc, a leading, vertically integrated premium drinks company has combined its two main operating businesses in Ireland i.e. C&C Gleeson and Bulmers Limited, now operating as one entity under the unified trading name, Bulmers Ireland.

The rebranding was effective from 1 August 2020.

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The company in a press-release stated that the move formed part of its objective to better align its business units in Ireland under one corporate identity, which reflects the strength of its iconic Bulmers brand. 

“Trading as Bulmers Ireland, our objective is to better align our business units in Ireland under one corporate identity, which reflects the strength and standing of Bulmers, one of Ireland’s most iconic brands.

“The modernisation and simplification of our business model in Ireland will support our customer base and enhance our service,” stated the company.

The company also highlighted that due to the challenges brought by the COVID-19 pandemic over the past number of months, they have invested in its digital capabilities and launched a new online ordering platform and customer portal system.

The new platform dubbed Bulmers Direct, can be accessed by customer from any digital device.

To support the wider hospitality industry, they have also launched the LOCAL app and website connecting customers with local food and drinks businesses by facilitating home deliveries, click-and-collect and on-premise table service.

LOCAL aims to support pubs, clubs, restaurants and bars looking to offer delivery or collection services but currently have no technology solution.

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Transaction fees of 2% per order will be re-invested into LOCAL, with any excess income generated during 2020 being donated to healthcare charities across Ireland, highlighted the company.

“We believe these initiatives will further enhance the customer experience with Bulmers Ireland,” they stated.

Earlier this year, the company appointed former Heineken UK managing director David Forde as its new CEO after Stephen Glancey stepped down a few months prior.

C&C manufactures, markets and distributes branded beer, cider, wine, spirits, and soft drinks across the UK and Ireland.

It’s portfolio of owned/exclusive brands include: Bulmers, the leading Irish cider brand; Tennent’s, the leading Scottish beer brand; Magners the premium international cider brand; as well as a range of fast-growing, super-premium and craft ciders and beers, such as Heverlee, Menabrea and Orchard Pig.

C&C Group has own brand and contract manufacturing/packing operations in Co. Tipperary, Ireland; Glasgow, Scotland; and Vermont, United States, where it manufactures Woodchuck, a leading craft cider brand in the United States.

The group also has a minority investment in the Admiral Taverns tenanted pub group, which owns over 1,000 pubs across England and Wales and exports its Magners and Tennent’s brands to over 60 countries worldwide.

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