The UK’s first dedicated non-alcoholic cider brand, CHANCE Clean Cider, has announced its first major food festival sponsorship.
In a significant milestone for both the fast-growing drinks category and the brand itself, CHANCE will serve as Headline Sponsor of this year’s Cheshire & North Wales Food and Drink Festival. The festival, one of the biggest events in the food and drink calendar, returns to Chester over the Easter Bank Holiday after being rescued earlier this year following the threat of closure after 25 years.
Founded by drinks industry specialist John Logue, whose previous roles include senior positions with Rekorderlig, CROSSIP and Lucky Saint, CHANCE was created to offer a true cider experience at 0.5% ABV, crafted from 100% British apples in Worcestershire. The brand has quickly positioned itself at the forefront of the expanding non-alcoholic market, and this sponsorship signals a confident step into the live events space.
For CHANCE, the partnership represents both commercial progression and a visible statement about the growing prominence of alcohol-free alternatives in mainstream food and drink culture.
There is also a unique personal connection behind the decision. John first came to Chester as a University of Chester student in 1999, fell in love with the city and has lived there ever since, making him a local for the past 27 years.
He said: “This is a landmark moment for CHANCE. It’s the first festival we’ve sponsored, and it reflects both the growth of the brand and the growing demand for premium non-alcoholic options at major events. Consumers want choice, quality and inclusivity, and festivals are evolving to reflect that.”
Another key factor in CHANCE’s decision to support the festival is its commitment to independent producers and retailers, while maintaining its long-standing reputation as a showcase for quality food and drink.
The festival is now under the stewardship of local hotelier and DevaFest co-owner Steven Hesketh and CoolBreeze Events founder Katie Isaacson. The pair stepped in earlier this year to secure the event’s future, preserving one of the region’s best-loved traditions.
Steven said: “Having the UK’s first non-alcoholic cider brand as our Headline Sponsor reflects the direction the industry is moving in. The drinks landscape is changing rapidly, and we want this festival to reflect modern tastes while continuing to support independent producers.”
Taking place from Friday April 3 to Monday April 6, the festival will feature leading chefs, food personalities, and artisan producers, alongside a broad programme of family-friendly entertainment.
CHANCE will be visible across the festival weekend, with its drinks stocked in bar fridges throughout the site and a dedicated presence in the Beer & Cider area. John Logue will also appear in talks on a number of stages, underlining that the brand’s role goes beyond sponsorship and reflects a wider investment in the festival and its activities.
Great British Bake-Off winner Matty Edgell will headline on Saturday April 4, while MasterChef 2024 champion Brin Pirathapan appears on Friday April 3, with a further headline name still to be announced. Acclaimed chef Aiden Byrne will appear on Sunday alongside Neil Aitken of The Forge, and fire-cooking duo Lumberjaxe (Jaydon & Brendon), known from Dragon’s Den. Additional appearances include Paul Askew, Brian Mellor, Harry Elliott, Naomi Griffiths, James Ellams and Felix Shore of Restaurant 209.
Trader applications and consumer ticket sales are now open, with organisers prioritising existing and local producers. Due to high demand, early booking is advised.
For more information, visit: www.cnwfoodanddrinkfestival.com
