Real ale deal is the toast of the Ricoh
A PARTNERSHIP which has seen real ale sold at the Ricoh Arena for the first time has proved ‘pure class’.
The deal between the Ricoh Arena, Wasps and Warwickshire brewery Purity Brewing Company means the venue is one of the few stadiums where cask ale connoisseurs can enjoy their favourite tipple while watching sport.
Purity, based in Great Alne, launched a partnership with the Ricoh Arena and Wasps at the start of the new Aviva Premiership season, its first with a top-flight rugby club.
The agreement saw the craft brewer mark its 10th anniversary by supplying its award-winning Pure UBU and Pure Gold ales throughout the lounge bars, Fan Village and concourse bars for Wasps and Coventry City games.
It has also proved a hit for business, with anything up to 51 pints of Purity ale being sold every minute during one of Wasps’ biggest sporting encounters.
Jenny Shortt, group partnership manager for Wasps and the Ricoh Arena, said: “We always felt that Wasps, the Ricoh Arena and Purity would be a good fit and certainly we knew that there was a demand for craft beer from both rugby and football supporters.
“We are only four months into the partnership, but the response has been fantastic.
“During our recent European Rugby Champions Cup game against the reigning champions Toulon, for example, for every minute of rugby played we sold on average 51 pints of Purity across all areas of the ground.
“The sales are very encouraging but the fact that Purity is a company born and bred in Warwickshire is even more pleasing in terms of the impact we are making on the regional business scene.”
Purity has gone from strength to strength since being launched by former M&B brewery staff ten years ago.
The brewery now supplies beer to pubs, clubs and venues across the country and is also a partner for a number of Midland festivals, including the fast-growing Lunar Festi- val held each June in Tanworth-in-Arden, Warwickshire.
Ian Parkes, marketing manager at Purity, said: “It has been great to see the Wasps and Coventry City fans as well as all the other visitors to the Ricoh Arena take Purity to their hearts.
“Our beer has been extremely well received and the consumer feedback on the beer has been excellent.
“As we move into the new year we hope to work with Wasps and the Ricoh Arena to install more dispense points and continue to train the staff.
“We will continue to work with Wasps and the Ricoh Arena to develop the offering and experience further.”
Wasps fans enjoying Purity beer at the new Purity Ale Bar at the Ricoh Arena