Drinks group C&C has strengthened its partnership with the Budweiser Brewing Group as the company becomes the exclusive distributor of Budweiser on the island of Ireland from this week.
BBG's products also include Stella Artois, Beck's, Corona, Leffe and Hoegaarden.
C&C and BBG said they plan to revitalise the Budweiser brand in Ireland through a combination of marketing investment and in-pub events.
They said the planned marketing budget for the brand will be a multiple of recent spend in order to capitalise on the inherent strength of the Budweiser brand in Ireland.
Ireland will also be the world's launch market for Budweiser's new brand visual identity including new packaging and a new bottle with twist off cap.
C&C has been working with Budweiser Brewing Group since 2009 and has been brewing and distributing a selection of the company's brands on the island of Ireland as well as in Scotland.
C&C's portfolio includes cider brands Bulmers and Magners, Tennent's beer as well as a range of craft ciders and beers, such as Heverlee, Menabrea and Orchard Pig.
