C&C Group has signed a distribution partnership with InterBev Singapore, a subsidiary of ThaiBev, to strengthen the presence of its Magners brand in key market growth channels inside the Asian country.
Interbev Singapore will begin its nationwide distribution of Magners in Singapore from 1 September 2016, while sales of Magners by Interbev Singapore will be supported by its business partner, F&N Foods – also a subsidiary of ThaiBev.
The two companies are “strategically placed” to provide an extensive distribution network to develop and grow premium brands, C&C Group said.
Conor Hardy, regional director of C&C Group’s Asia-Pacific division, said: “We are delighted to announce this new strategic partnership with Interbev in Singapore. Magners has been long established in the Singaporean market and is one of leading cider brands. This partnership with Interbev will allow Magners to enhance its cross-channel presence and availability.”
Kevin Ng, vice-president – international business for Interbev Singapore, added: “We are happy to be in this new distribution partnership with C&C Group. Together with our partner in business, F&N Foods, we are confident of propelling the growth of one of the most enduring brands of ciders here in Singapore.”
The move follows similar agreements with Coca-Cola Amatil to distribute the Magners brand in New Zealand, and with San Miguel Marketing Thailand to strengthen the presence of the cider brand in the Thai market.