A GROUND-BREAKING deal between Wasps, the Ricoh Arena and a Warwickshire brewery has converted matchday spectators to craft beer.
Multi award-winning brewery, Purity Brewing – based in Great Alne – launched a partnership with the Ricoh Arena and Wasps at the start of the new Aviva Premiership season.
The partnership saw the craft brewer mark its 10th anniversary by supplying award-winning Pure Gold brands throughout the lounge bars, fan village and concourse bars for Wasps and Coventry City games.
It was the first time real ale had been sold on a regular basis at the ground – and the first four months of sales have proved highly successful.
Jenny Shortt, group partnership manager for Wasps and the Ricoh Arena, said: “We are only four months into the partnership, but the response has been fantastic.
“During Wasps games we have sold, on average, 51 pints of Purity across all areas of the ground every minute.
“The sales are very encouraging – the fact Purity is a company born and bred in Warwickshire makes it even more pleasing in terms of the impact we are making on the regional business scene.”
Ian Parkes, marketing manager at Purity Brewing Co, said: “Our beer has been extremely well received and the consumer feedback 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 nearly 1,000 staff.”