C&C Group throws weight behind Tennents

C&C Group throws weight behind Tennent's

C&C Group has invested GBP7m in back office facilities at its Tennent's lager subsidiary and is about to embark on a new marketing campaign for the brand.

The GBP7m (US$10.3m) funding will be used on IT systems and is part of C&C Group's decision to transfer 60 jobs to the Tennent's Wellpark Brewery headquarters in Scotland.

C&C said on Sunday (20 June) that it will move 23 finance roles currently based in Eastern Europe to Glasgow and has transferred a further 37 customer contact jobs from Anheuser-Busch InBev, the previous owner of Tennent's.

C&C Group acquired Tennent's as part of its deal to buy the Scotland, Northern Ireland and Republic of Ireland brewing businesses of A-B InBev for GBP180m last year.

In addition to the job transfers, C&C Group is to begin what the company termed the "most extensive marketing campaign in four years" for Tennent's.

The campaign, which includes TV, cinema, outdoor and social media advertising, will focus on Hugh Tennent, the founder of Tennent's lager.

Tennent's has also signed three-year shirt sponsorship deals with both Glasgow Celtic and Glasgow Rangers, the biggest names in Scottish football.

"Tennent’s and Scotland are synonymous and the investments we are making will help us to ensure that Tennent’s Lager retains its market-leading position here," said Mike Lees, managing director of Tennent Caledonian Breweries.

"Tennent’s acquisition by C&C Group has resulted in significant investment in the Tennent’s brand and, while we are also focusing on improving efficiencies through the synergies that the C&C Group acquisition has brought, the investment in Tennent’s has never been stronger.”

In addition to the new marketing campaign, Tennent's will increase access to loans for its on-trade customers. Owner C&C Group will also launch Magners Gold Draught cider in Scotland and will upgrade the font for Tennent's Lager Ice Cold.

Business development agency Scottish Enterprise has granted Tennent's GBP245,000 to support its move to transfer jobs to Scotland.