AUS: C&C Group drops Suntory for Bacardi Lion for Magners distribution

By | 22 July 2013

Magners will be distributed in Australia by Bacardi Lion from next year

Magners will be distributed in Australia by Bacardi Lion from next year

C&C Group is switching distribution of Magners in Australia from Suntory to Bacardi Lion from next year.

In a joint statement late last week, C&C and Suntory said they have agreed to end the nine-year relationship “amicably”. Bacardi Lion, a JV between between Bacardi and brewer Lion Nathan, will take on Magners from 1 January, 2014.

Anthony Brady, Magners' brand principal, said: “Suntory has done a fantastic job successfully launching and building Magners in Australia. We now have a renewed focus for Magners and believe Bacardi Lion is the perfect partner to help drive our expansion.”

Magners was launched in Australia in 2004. 

Ian Atherton, Suntory Australia's MD said: “Our renewed business focus will be on maintaining and growing our portfolio of premium spirits and liqueur brands."

Earlier this month, C&C posted a fall in first-quarter sales and volumes, but said that it expects its full-year profits to stay strong.

Expert analysis

Cider Market in Australasia to 2017: Market Guide

"Cider Market in Australasia to 2017: Market Guide" provides in-depth detail on the trends and drivers of the Cider market in Australasia. The quantitative data in the report (historic and forecast consumption values) analyses the dynamics in the Australasian countries, providing marketers with the essential information to understand their own and their competitors’ position in this market and the information to accurately identify where to compete in the future. The report provides data to help companies in the Cider industry better understand the changes in their environment, seize opportunities and formulate crucial business strategies.

Sectors: Beer & cider

Companies: Bacardi, Suntory, C&C Group, Lion Nathan

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