Aston Villa F.C. signs Purity Brewing as official ale supplier
Aston Villa F.C. has signed Midlands brewer Purity Brewing as the Premier League football club’s official ale supplier.
Purity Brewing’s beers will now be available across Villa Park as part of a three-year deal with the club, replacing ales supplied by previous ale supplier Greene King.
It has previously held similar partnerships with Wasps Rugby and Ricoh Arena, as well as Coventry Rugby.
Purity will have its own stand within the stadium serving up its range of ales, and has commissioned a new 4.2% pale ale for the new season “designed to pair perfectly with Premier League football,” according to a statement from the brewery. The ale will be served exclusively at Villa Park for match days and events.
CEO and co-founder Paul Halsey, himself a Villa fan, said the partnership is “all about creating the perfect match day experience for supporters and reflects our belief in a more discerning beer drinking public.
“Working with Aston Villa & Villa Park is testament to the ongoing success of our original mission when we started, which is to brew great beer without prejudice, with a conscience and with a consistency and an attention to detail, which is second to none.”
He added “Football has been for too long about commodity brands and poor match day experiences, but at Purity we want to redefine what is expected in a football stadium environment.”
A spokesperson told the drinks business Purity approached Aston Villa executives for a potential listing this year when its deal with UK brewer Greene King was due to expire.
Purity, founded in 2005, has grown rapidly over the past two years, and received a £7.5 million investment from BGF Group, which also has interests in food and drink companies Renegade Spirits and Mission Mars, last year.
Nicola Ibbetson, Aston Villa’s chief commercial officer, said the new partnership outlines the club’s mission to “forge deeper connections with businesses and communities close to the football club.”
She said Purity Brewing will “provide an important service at Villa Park, one which we believe will enhance our supporters’ match day experience.”
The announcement comes after a rising number of football clubs have made the decision to sell younger, more localised beer brands at their stadiums.
Arsenal secured a deal with AB InBev-owned London brewery Camden Town last month, that will see the brewer set up three dedicated bars at the stadium for the start of the new season.
North London brewer Beavertown announced that it would install a microbrewery and taproom at Tottenham Hotspur’s new stadium in May last year, weeks before revealing the business was being sold to Heineken, the club’s beer sponsor.
Norfolk-based Woodforde’s Brewery also announced a substantial long term stand sponsorship deal with Norwich City F.C. last July.
Heineken is currently Aston Villa’s official beer and cider sponsor, however, a spokesperson for Purity Brewing told db the Warwickshire brewer’s partnership has “no relationship whatsoever” to Heineken’s own deal.