Top drinks marketing campaigns and news stories: August

Burnley FC swaps Champagne for Bénédictine

In acknowledgement of its longstanding relationship with Bénédictine, Burnley Football Club has replaced Champagne with the French herbal liqueur as the tipple awarded to each man of the match.

The first man of the match presentation after the partnership was announced took place at the start of August. Burnley’s striker Ashley Barnes picked up the prize after his team achieved a 3-0 victory over Southampton.

The liqueur brand, which is flavoured with 27 herbs and spices including saffron and angelica root, was launched in the 19th century and is said to have been made according to a 1510 recipe devised by the Benedictine monk Dom Bernardo Vincelli.

Burnley FC’s home ground, Turf Moor, is the only football stadium in the UK which serves the liqueur. A popular half time serve is the Béné & Hot, a combination of Bénédictine and hot water, with Burnley fans consuming 1,500 bottles of the liqueur last season alone – roughly equating to 30 bottles a match.

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