Bars across two leading Birmingham music and entertainment venues are to serve Stowford Press cider after a new contract for the next three and a half years.
The deal between producer Westons Cider and with caterer Amadeus will see the premium brand served in 500ml PET bottles and on draught at the Barclaycard Arena and Genting Arena, formerly LG Arena.
Amadeus is part of the venues’ owner NEC Group which also operates Birmingham exhibition complex NEC and The ICC conference centre.
The Barclaycard Arena and Genting Arena attract about two million people a year, with shows such as Paul McCartney, Madonna, Mary J Blige, Michael McIntyre, Disney on Ice and The X Factor Live Tour scheduled for 2015.
Geoff Bradman, head of sales at Westons Cider, said: “We are delighted to be forming a partnership with Amadeus, which caters for an extensive portfolio of high-profile consumer events.
“The partnership is a great vehicle for brand awareness of Stowford Press, with events goers travelling both nationally and internationally to the Barclaycard Arena and Genting Arena.
“Stowford Press is currently growing at 12% year on year, and the partnership can only help increase this, through greater consumer recognition.”
Charlene McCalla, category buyer for beers, wines, spirits and non-food at Amadeus, said: “Amadeus is committed to offering a range of high-quality catering options for visitors at our venues, so this partnership with Westons Cider is an ideal fit.
“Westons has a broad portfolio of premium ciders for all occasions. However, Stowford Press was the best fit: a refreshing cider which delivers on taste and will appeal to a broad range of consumers.”
Westons has also gained a listing for its newly launched Caple Rd Cider – the first craft cider in a can in the on-trade – with corporate catering company To-Go, making it the sole cider in the licensed bars in the offices of Facebook, Microsoft and Sony in London.
Herefordshire-based Westons Cider, which dates back to 1880, makes a broad range of premium ciders including Wyld Wood, Henry Westons and Old Rosie.