C&C Dumps Pabst, Will Sell Vermont Hard Cider Itself in U.S.

Pabst Brewing Co. has been responsible for Vermont Hard Cider Co.’s sales and marketing for the past two years.  This morning, Vermont Hard Cider’s owner, C&C Group, said it will resume full responsibility for the sales and marketing of the Group’s cider brands in the U.S. Including Woodchuck, Wyders and Magners.

“Both parties recognize that current market dynamics require a different approach that concentrates on VTHCC’s core markets,” C&C said in a statement. “The transition will be effected by selected sales and marketing personnel returning from Pabst, supplemented by a small number of external hires. Changes to the distributor network are expected to be limited. C&C’s partnership with Pabst in the UK will continue.

In FY2017, C&C’s US business constituted c.4% of Group volumes and less than 1% of operating profits. The Group does not anticipate any material transitional costs or change to its financial performance, prospects or carrying values in the US arising out of these new arrangements.

Pabst didn’t immediately respond to a request for comment.

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