What happens when a business grows rapidly through acquisitions? Firstly, uniting disparate commercial teams under a single, high-performing sales methodology becomes a priority.
That is the challenge faced by C&C Group, the global drinks giant behind household beer and cider brands including Bulmers, Tennent’s, and Magners. Therefore, to overcome operational friction and drive sustainable revenue growth, C&C Group partnered with commercial development specialists People Hub. The aim was to overhaul their sales architecture and establish a consistent, unified approach across all commercial divisions.
On Wednesday 2 December 2026 at 11:00 AM GMT, People Hub is hosting an exclusive, interactive webinar titled “The C&C Story: How the Company Responsible for Bulmers, Tennent’s and Magners Built a Consistent Way to Sell and Transformed Their Commercial Operation.”
Who Should Join This Session?
This webinar is tailored specifically for decision-makers and commercial leaders navigating organizational growth, complexity, or changing market dynamics:
- Sales Directors & Chief Revenue Officers: Leaders responsible for driving predictable revenue across multi-brand, multi-department commercial functions.
- Commercial Excellence & Sales Enablement Managers: Professionals tasked with embedding new sales behaviors, tools, and training frameworks that stick long after initial workshops end.
- Managing Directors & Business Unit Leaders: Executives looking to align acquired businesses, eliminate operational silos, and build a unified go-to-market strategy.
- L&D and HR Leaders: Specialists focused on capability building, leadership coaching, and employee engagement within commercial environments.
Why Attend? The Value of Real-World Transformation
Generic sales theories rarely survive contact with daily commercial realities. So, what makes this webinar a must-watch is its focus on practical application over abstract theory.
Attendees will get an insider look at how a FTSE-listed consumer goods leader executed a multi-department transformation. Specifically, moving from fragmented, transactional selling to a strategic, value-driven commercial model.
Rather than presenting a polished marketing pitch, People Hub and C&C Group will share an honest, step-by-step account of their journey—including the obstacles encountered along the way.
What You Will Learn from C&C Group & People Hub
By joining this live session, participants will gain actionable insights to apply within their own commercial operations:
- Identifying the Catalysts for Change: Discover the exact structural friction points C&C Group faced post-acquisition and why standard sales practices were no longer sufficient to hit growth targets.
- Building a Unified Commercial Framework: Learn how C&C Group and People Hub co-created a consistent selling methodology across different business units, product portfolios, and client tiers.
- Embedding Long-Term Behaviour Change: Understand the engagement, coaching, and enablement activities used to ensure sales teams adopted new habits for the long haul.
- Candid Lessons & Hindsight: Hear directly what the implementation team learned during the rollout, what worked best, and what they would adapt if doing it again.
Reserve Your Virtual Seat
Don’t miss this opportunity to benchmark your organisation’s sales strategy against one of the UK and Ireland’s premier commercial transformation stories.
Date: Wednesday, 2 December 2026
Time: 11:00 AM GMT
Format: Live Online Webinar & Q&A
👉 Click Here to Register for the C&C Group Transformation Webinar
