Magners is to become the Official Cider Supplier at The O2 arena after signing a three year deal with AEG. For over 10 years, Budweiser Brewing Group, the UK & Ireland business of AB InBev, the world’s leading brewer and Magners distributer, has worked with AEG on a number of premium beverage deals at The O2; resulting in a long-term partnership, which continues to grow with the introduction of Magner to the venue.
The deal gives Magners exclusive cider pouring and stocking rights across all concourse bars, suites and premium bars including the AMEX Lounge, O2 Blueroom and Sky Backstage.
Rory McLellan, On-Trade Sales Director, AB InBev UK commented: “We greatly value our partnership with The O2 and are excited to have our full portfolio on offer at this iconic venue. Magners is an excellent addition to continue enhancing the experience for visitors.”
Nathan Kosky, Vice President, Global Partnerships at The O2 said “We have been very fortunate to have worked with the Budweiser team for over 10 years and have a very close relationship which has gone from strength to strength. We are delighted that the partnership has expanded with the introduction of Magners at the venue. We strive to provide the very best premium experiences and beverages to the millions of fans who come through our doors each year so we’re thrilled with this addition and know Magners will be well received by our visitors.”
Budweiser Brewing Group has been a partner of The O2 for the last 10 years, with branded bars, pouring and activation rights across the venue. The brewer played an instrumental role in upgrading The O2’s concourses, introducing ‘Bud walls’ and branding of the island bars on multiple levels.
Recent innovations from the brewer include the launch of new low and no alcohol beers, such as Bud Light, the alcohol-free Budweiser Prohibition and Michelob ULTRA as part of Budweiser Brewing Group’s Global Smart Drinking Goals, which include a pledge for no-and-low alcohol beer to make up 20% of global volumes by 2025.
AEG is one of the leading sports and entertainment presenters in the world and this deal will give Magners access to millions of ticketed visitors at over 200 events a year.
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