C&C Group wants to strengthen overseas sales

C&C Group wants to strengthen overseas sales

C&C Group has completed the purchase of Vermont Hard Cider Company as it looks to triple its international business in four years.

The US$305m deal, first announced in October, sees the group take over Vermont Hard Cider's Woodchuck brand, the top-selling hard cider brand in the US, C&C said on 24 December. The group's CEO, Stephen Glancey, said last month: “We welcome Vermont Hard Cider's management and employees to the C&C Group and are excited about the opportunities presented by Vermont Hard Cider specifically and a rapidly growing US cider category generally.”

Earlier last month, C&C Group said it wants to grow its international earnings to a fifth of the group's total. The group is also in the process of acquiring Irish drinks firm Gleeson.