Magners owner C&C Group has unified its three separate businesses as part of a wider strategy to streamline operations and build ‘long term sustainable growth’.
The Shepton Mallet Cider Mill, International Wine Services and Magners GB will now trade in England and Wales under the single entity C&C Brands.
Efficiencies created by the move will ‘free up capital’ that will be ploughed into further brand investment, the business claimed.
The new division will incorporate Magners, Chaplin & Cork’s, Blackthorn, K, Ye Olde English, Natch, Woodchuck, Gaymers, Montano (cider), Menabrea, Tennents (beer), Oliver & Greg’s, Trulli, Moondarra (wine) and Odessa vodka and Squires (gin).
“It is a logical step to create a single team when we are promoting all of our brands to a broadly common customer base,” C&C Brands’ managing director, Andrea Pozzi said.
“We can also benefit from a more efficient operational structure, principally by amalgamating sales and marketing personnel. We have some exciting developments to come in 2015 which, under the new structure, we will be better placed to promote.”