media release

19 July 2013

Suntory Australia and Magners end partnership in Australia

Suntory Australia has today announced changes to its core business focus with the company’s key strategic direction moving to its premium spirits and liqueur brands. The first illustration of this change will see the successful partnership between Suntory Australia and C&C International to distribute Magners in Australia cease from 1 January 2014.

Suntory and C&C International have decided amicably to end the relationship due to the change in Suntory’s business direction and C&C’s focus on draught expansion. The cider brand will move across to the Bacardi Lion Australia portfolio from the beginning of next year.

Ian Atherton, Managing Director of Suntory (Aust) Pty Ltd says: “Our renewed business focus will be on maintaining and growing our portfolio of premium spirits and liqueur brands. We have thoroughly enjoyed working with C&C International to launch and maintain brand presence for Magners over the past nine years.”

“Suntory will remain committed to achieving Magners’ objectives for the remainder of the year. It will be business as usual over the next six months. Suntory wish C&C International the best of luck for their future plans for Magners in Australia.”

Suntory launched Magners into the Australian market in 2004 and has built the brand solidly over the last nine years into one of the country’s leading cider brands. Working with C&C International to create the widely popular ‘over ice’ serving suggestion, as well as launching Magners Pear Cider; and Magners Apple & Pear Draught into over 150 accounts nationally.

Anthony Brady, Magners Brand Principal added: “Suntory has done a fantastic job successfully launching and building Magners in Australia. We now have a renewed focus for Magners and believe Bacardi Lion is the perfect partner to help drive our expansion. We are excited by the opportunities for the brand ahead.”

Suntory (Aust) Pty Ltd, a subsidiary of Suntory Liquors Limited Japan, has successfully built and continues to develop a portfolio of premium spirit and liqueur brands in the Australian market including Midori, Cointreau, Russian Standard, Tia Maria, Disaronno, Mount Gay Rum, Licor 43, and Suntory owned Whisky’s, Yamazaki, Auchentoshan and Bowmore.

ENDS

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