Ciders produced in Shepton Mallet by Irish drinks giant C&C Group will no longer be marketed under the town’s name following a move that unifies its three trading businesses.
C&C, best known for its Magners and Bulmers cider brands, bought rival Shepton Mallet cider producer Gaymer for £45m in 2009 and has since operated the business under the Shepton Mallet Cider Mill name. 
But it has now brought together its three trading businesses in England and Wales – Magners GB, The Shepton Mallet Cider Mill and International Wine Services – under the name C&C Brands.
C&C said the move would “create a platform for long-term sustainable growth, and bring simplicity and clarity to its operations as well as to its customers”. It said efficiency savings would result in increased brand investment.
C&C produces a range of ciders at its Shepton Mallet base including Blackthorn, K, Ye Olde English and Natch. Parts of the site date back to the 18th century and form the backbone of the town’s historic cider industry.
The mill is the world's largest cider production facility, making more than 30m gallons a year.
C&C said its Shepton Mallet cider portfolio had recently moved into value growth in the off-trade, while its Chaplin & Cork’s cider was the most successful specialist cider range launched in 2014.
C&C Brands managing director Andrea Pozzi said: “We have a strong portfolio in England and Wales and we are delighted to be announcing the creation of C&C Brands. It is a logical step to create a single team when we are promoting all of our brands to a broadly common customer base.
“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.
“Quite simply, having sales and marketing execution all under one roof will enhance our brand focus and free up additional capital for further investment in our brands.”
Earlier this year C&C warned that its sales fell by nearly 10% in England and Wales in the first three months of its financial year, which could hit its 2014/15 operating profit by as much as €10m.
