Asahi becomes official beer partner and supplier at Lord’s
Asahi UK has been named the official beer partner and supplier at Lord’s Cricket Ground, in a multiyear agreement that bowls out its former partner Brewdog from the game.
The news follows Brewdog having closed its bars as it went ahead with finalising a deal with US cannabis firm Tilray Brands in a move that had seen the Scottish beer business having hired AlixPartners to seek out a buyer or new situation for the struggling business.
The new agreement
The new beer agreement with Lord’s will see a selection of Asahi brands, such as Peroni Nastro Azzurro 0.0%, Meantime Craft Beer, Fuller’s new Pride Lager and Fuller’s London Pride, served up to Marylebone Cricket Club (MCC) members and fans visiting the ground.
Asahi UK has said that the selection represents expanded depth and breadth of choice to customers at Lord’s, accommodating all tastes and aims to produce “long-term commercial value for the club”.
Partner Content
Asahi UK already partners with venues across the UK, including Ascot and Royal Ascot, Emirates Stadium, Etihad Stadium and Soho House & Co. However, the multi-year collaboration at Lord’s will become Asahi UK’s exclusive professional cricket venue partnership.
Pride returns
MCC chief executive and secretary Robert Lawson said: “The quality and breadth of their portfolio, combined with their operational expertise, made them the outstanding choice. We are particularly pleased to see the return of London Pride, a favourite for many at the ground.”
Asahi UK marketing director Robert Hobart, added: “Partnering with MCC at Lord’s presents a unique opportunity for Asahi UK to showcase our premium portfolio at one of the most iconic venues in world sport. From a crisp Peroni Nastro Azzurro to locally brewed favourites from Fuller’s and Meantime, as well as high-quality non-alcoholic options, we look forward to helping create many memorable moments for fans at the home of cricket.”
MCC will also mark the new partnership with the launch of its first-ever MCC ale, named Old Father Time, a 4.1% ABV brew which will be contract brewed by Asahi UK and will be available in members’ bars during the season.
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