Olympics British beer snub anger

9th July, 2012 by Martin Crummy

An MP has condemned the choosing of Heineken as the official beer of the London 2012 Olympics, claiming the decision was based “on the size of Heineken’s cheque book.”

The only branded beer on sale at venues for the Games will be produced by the Dutch brewer Heineken, which Liberal Democrat Greg Mulholland said was a “wholly inappropriate decision”.

Two of the brands that Heineken will sell at the Olympics – John Smith’s bitter and Strongbow cider – are made in the UK. But the lager brand Heineken is imported from the Netherlands.

Mulholland, the leader of a parliamentary campaign to save British pubs, said: “A British brewed beer would be far more appropriate than a Dutch beer for the London Olympic Games.”

Spectators at Olympic venues, including Wembley and Lords Cricket Ground, will pay £4.20 for a 330ml bottle of the lager.

A Commons motion tabled by the Leeds North West MP said: “This House expresses its disappointment that Heineken lager, a mass produced non-British beer, has been chosen as the official beer of the London 2012 Olympics, despite beer being the UK’s national drink and with the UK being one of the world’s leading brewing nations.”

The motion said it was a “wholly inappropriate decision based purely on the size of Heineken’s cheque book, and totally at odds with the strong emphasis on British character and identity at the heart of both the original bid and the preparations for the forthcoming London Games”.

A Heineken spokesman said: “As the UK’s leading beer and cider business, Heineken is proud to have been chosen as an official supplier and partner to the London 2012 Olympic and Paralympic Games, building on an association that goes back 20 years.

“We are unequivocally committed to the responsible marketing of our beers and ciders and our long track record of sponsoring international sporting events like the Heineken Cup, Uefa Champions League and the Rugby World Cup bears testimony to this.”

2 Responses to “Olympics British beer snub anger”

  1. Gareth says:

    And the FA Cup is sponsored by…

    Surely it’s the same across all sports? It’s an international sporting event, it’s an international company, what do you expect? Sponsorship is about getting money in, it’s naive to suggest it’s otherwise; I think this is just a Mulholland publicity stunt – but that’s not to say I disagree with what his campaigning.

  2. Matt says:

    …….the FA cup is sponsored by a water company isn’t it!!

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more