Real ale deal is the toast of the Ri­coh

Nuneaton Telegraph - - BUSINESS DAILY - Enda Mullen Busi­ness Re­porter enda.mullen@trin­i­tymir­

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

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