Westons Stowford Press Cider has signed a two-year deal to become the Official Cider of Birmingham’s Barclaycard Arena, which will see the premium English cider brand showcased to over half a million consumers at the venue in the next year alone.
Under the new agreement Stowford Press will be available both on draught and in 500ml PET bottles at all bars, and there will also be a new Stowford Press Cider Bar. The sponsorship forms part of a £2.5m investment into the brand this year.
The Barclaycard Arena is renowned for hosting a wide range of big-name sports, music and comedy events, with Bill Bailey, Harlem Globetrotters, Lionel Richie, Justin Bieber and Rod Stewart amongst its line-up for 2016.
Phil Mead, Managing Director of the Barclaycard Arena said: “At the Barclaycard Arena, we are consistently striving to deliver the ultimate live experience, and this begins from the minute our customers walk through the doors.
“The new sponsorship deal with Stowford Press, means the thousands of customers that visit the venue each year can now benefit from a wider range of beverage options.”
Phoebe Small, Brand Manager for Stowford Press, said: “We are delighted to be the Official Cider of the Barclaycard Arena. The partnership is a great vehicle for brand awareness of Stowford Press, with event goers travelling both nationally and internationally to the Barclaycard Arena.
“Stowford Press is now the third largest cider brand in the UK on-trade, worth £76.5m, and our sponsorship of the Barclaycard Arena can only help increase this, through greater brand awareness.”
Westons Cider is now run by the fourth generation of the Weston family, which has been producing traditional English cider in the Herefordshire village of Much Marcle since 1880. Westons makes a broad range of ciders for the premium cider sector with its other key brand groups including Wyld Wood, Henry Westons, Old Rosie, Mortimer’s Orchard and Caple Rd Cider, the UK’s first craft cider in a can.