Top drinks marketing campaigns and news stories: August

Purity Brewing replaces Greene King AS Aston Villa Ale

Aston Villa FC have signed Purity Brewing as the Premier League club’s official ale supplier.

Purity Brewing’s beers will now be available at Villa Park as part of a three-year deal with the club, replacing those supplied by previous ale supplier, Greene King. Purity will have its own stand in the stadium serving up its range of ales. The club has also commissioned a new pale ale for the next season, to be served exclusively at Villa Park.

CEO and co-founder Paul Halsey, himself a Villa fan, said the partnership, “reflects our belief in a more discerning beer-drinking public”. A spokesperson told db that Purity approached Aston Villa for a potential listing this year when its deal with UK brewer Greene King was due to expire.

Heineken is Aston Villa’s official beer and cider sponsor, but a spokesperson for Purity told db the partnership has “no relationship whatsoever” to Heineken’s own deal. Nicola Ibbetson, Aston Villa’s chief commercial officer, said the deal will help the club to “forge deeper connections with businesses and communities close to the football club.”

A rising number of football clubs are starting to sell more local beer brands at their stadiums. Arsenal partnered with AB InBev-owned London brewer Camden Town in July, while Norfolk’s Woodforde’s Brewery also secured a long term sponsorship with Norwich City last year.

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