C&C, the company behind Bulmers cider, has entered into a strategic distribution agreement with Asian drinks giant San Miguel.
The deal is part of C&C’s expansion plans as it looks to strengthen its brand in Thailand.
San Miguel will work with C&C to expand distribution, sales and marketing activation of Magners Cider in Thailand, which is one of the largest cider markets in Asia for the brand.
San Miguel currently manufactures a number of its own beer brands at their brewery in Pathum Thani and distributes these across Thailand.
C&C managing director of its International Division, Joris Brams, said the firm was delighted to be partnering up with San Miguel.
“This collaboration allows us to bolster both our sales and brand exposure, and drive forward our international expansion programme in a significant way.”
San Miguel managing director, Carlos Berba, described the partnership as “another milestone” for the firm.