C&C snaps up Tennent's, but where is the beer?

C&C, the drinks group that owns Magners Cider, has acquired the Tennent's lager brand from Anheuser-Busch InBev as part of a deal worth £180m ($292m, €205m). C&C will buy the Irish, Northern Irish and Scottish businesses from Anheuser, which include Tennent's and the Wellpark Brewery in Glasgow, originally founded in 1740 by brothers Hugh and Robert Tennent.

The Board of C&C believes that the Acquisition represents a logical platform to develop its existing business, with potential to increase the position of Magners outside its core market and providing portfolio diversification in Ireland. It is both strategically and financially attractive, the deal will: Provide a strengthened route to market for Magners cider in both Northern Ireland and Scotland; Provide the Group with an iconic leading brand, Tennent's, and a significant position in the on-trade draught lager sector in Northern Ireland.

Looking through the press coverage and the official C&C release it is pretty ironic that after spending £180m there is no mention of the beer itself.  But then that is exactly the point, none of this has anything do to with beer. None of the faceless multinational corporations give a damn about the liquid cardboard they spew out; it is all about branding, positioning, operational synergies and growth through acquisitions. It is all just a big game in which the poor beer drinkers are the unfortunate pawns. It is a shame the consumer has to suffer the consequences of the mega corporations power struggles.

This deal, and the subsequent C&C release shows the beer industry for the shallow, vindictive facade it truly is. It is not the consumers fault. Constrained by lack of choice. Seduced by the monolithic corporate brewers huge advertising budgets. Brain-washed by vindictive lies perpetrated with the veracity of pseudo-propaganda. They can't help but be sucked down the rabbit hole.  At BrewDog we are on a mission to open as many people's eyes as possible.

This deal, as C&C openly admit, is all about increasing the distribution of Magner's cider. In their own words they have bought a ‘brand' not a brewery or a beer. If it is possible they seem to already care less about the Tennent's Lager than the previous owners did.