C&C Group has announced a new distribution partnership with ThaiBev subsidiary InterBev Singapore to strengthen the presence of Magners cider (branded as Bulmers in Ireland) in the region.
Under the terms of the agreement, Interbev and C&C will work together to strengthen Magners’ presence in key market growth channels.
Nationwide distribution of Magners in Singapore will begin in September.
Sales of Magners by Interbev Singapore will be supported by its business partner, F&N Foods, also a subsidiary of ThaiBev.
Commenting on the deal, Regional Director of C&C Group’s Asia Pacific Division Conor Hardy said: “Magners has been long established in the Singaporean market and is one of leading cider brands.
“This partnership with Interbev will allow Magners to enhance its cross-channel presence and availability.”
