- Molson Coors has become the official sponsor and pouring partner for AEG’s All Points East festival.
- Leading brands including Madrí Excepcional, Sharp’s, Aspall and Rekorderlig will be available throughout the festival.
- The collaboration underscores both business’ commitment to providing exceptional experiences for festival-goers, highlighting the shared passion for music, community, and culture.
Molson Coors Beverage Company has been announced as the official sponsor and exclusive pouring rights partner for Uber One presents All Points East, in a new five-year agreement aimed at elevating the festival experience.
As a result of the new partnership with Molson Coors, Madrí Excepcional, the third-biggest lager brand by value in the on-trade[1], will headline the festival’s drinks lineup. Music lovers will also be able to enjoy a broad range of lagers, ales and ciders from other leading Molson Coors brands, including Sharp’s Doom Bar and Atlantic Pale Ale, Aspall Cyder, Rekorderlig and Cobra Zero, which will all be available at bars across the festival site.
East London’s celebrated festival Uber One presents All Points East returns to Victoria Park across two weekends this August (16 – 25 Aug). This year, All Points East welcomes headliners Kaytranada, Loyle Carner, Mitski, LCD Soundsystem, APE presents Field Day and The Postal Service & Death Cab For Cutie. Between the weekends, In The Neighbourhood will return this summer for four days of activities and free entry in Victoria Park (19 – 22 Aug). Visit www.allpointseastfestival.com.
A unique Madrí Excepcional interactive mural will feature at the festival, created with Madrid-based illustrator Gus Morais, taking inspiration from over 600 Madrid locals, which showcases the soul of Madrid and gives festival-goers an opportunity to win a host of prizes. The mural will arrive at the festival following a tour of the UK this summer where it has been bringing foodie fiestas to cities across the UK.
The partnership with All Points East follows on from Molson Coors becoming the exclusive pouring rights partner of AEG’s Ovo Hydro Arena in Glasgow earlier this year, creating even more memorable musical experiences.
Jim Black, National Partnerships Manager at Molson Coors Beverage Company, said: “All Points East festival is an event that truly embodies the spirit of community and celebration. This partnership allows us to connect with music lovers and enhance their festival experience with a range of drinks that will appeal to a diverse range of tastes.
“Alongside providing exceptional experiences, we also share AEG’s commitment to sustainability, making this a natural fit. We will be supporting their efforts to reduce waste by reducing single-use plastic, and utilising products like eco-friendly biodegradable PLA lined cups throughout the festival.”
All of Molson Coors beers and ciders produced in the UK are made using 100% renewable electricity through a Power Purchase Agreement with RWE.
Carla Morini, Senior Director for Partnership Sales at AEG Presents, commented on the new partnership saying: “It is a pleasure to announce our partnership with Molson Coors as the official pouring partner for this year’s All Points East festival.
“This collaboration underscores our commitment to enhancing the festival experience for our attendees, ensuring that they enjoy a diverse selection of quality beverages while they immerse themselves in incredible live performances. Together, we look forward to creating unforgettable memories for music lovers in a vibrant, inclusive atmosphere that boasts a low carbon footprint.”
ENDS
Notes to Editor
About Molson Coors Beverage Company
For over two centuries Molson Coors Beverage Company has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.
Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.
Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors.
About AEG Presents
Combining the power of the live event with a focus on true artist development, AEG Presents is a world leader in the music and entertainment industries. Operating across five continents, the company has an unparalleled commitment to artistry, creativity, and community. Its tentpole festivals and multi-day music events — which include the iconic Coachella Valley Music & Arts Festival and the legendary New Orleans Jazz & Heritage Festival alongside American Express presents BST Hyde Park, Stagecoach, Hangout Festival, Electric Forest, and Firefly — continue to set the bar for the live music experience. AEG Presents promotes global tours for artists such as The Rolling Stones, Ed Sheeran, Elton John, Taylor Swift, Celine Dion, Justin Bieber, Kenny Chesney, Paul McCartney, and Katy Perry, in addition to — through its network of clubs, theatres, arenas, stadiums and renowned partner brands such as The Bowery Presents, Concerts West, Frontier Touring, Goldenvoice, Madison House Presents, Marshall Arts, Messina Touring Group, PromoWest Productions, and Zero Mile Presents — creating and developing an unmatched infrastructure for artist development and audience reach. More information can be found at www.aegpresents.com.
AEG’s European headquarters are located in London.
About Uber One presents All Points East
All Points East has become the essential London event since its inception six years ago. The quality of artists runs very deep across the days with established names and those on the cusp of stardom entertaining crowds. 2023 welcomed stunning headline sets from a series of world class artists across two weekends of shows, including Stormzy, The Strokes, Jungle, Dermot Kennedy and HAIM plus a host of midweek activities including the FIFA Women’s World Cup Final.
2019 saw a flurry of awards for the new festival; Q Magazine awarded All Points East ‘Festival Of The Year’, and that same year All Points East won the award for ‘Best Festival’ at the Music Week Awards. The year before, 2018’s debut established this essential new event as one of the best festivals in the UK. Winning ‘Festival Of The Year’ at the Music Week Awards and ‘Line-Up of the Year’ at the UK Festival Awards, All Points East 2018 boasted headline sets from LCD Soundsystem, The xx, Björk, Catfish & The Bottlemen, The National and Nick Cave and the Bad Seeds.
East London’s beautiful Victoria Park in Tower Hamlets also hosts a hugely popular community focused event each year. In The Neighbourhood, in collaboration with Tower Hamlets Council, hosts a vibrant programme of activities and entertainment, working with the local community, businesses, organisations and suppliers. Previous activities have seen something for everyone – eco-friendly creative workshops, free yoga sessions, street food, open air movie nights, themed drag shows and film panels with Richmix. Everything is free and 2024’s programme will be announced in the new year.
A commitment to sustainability and accessibility goes hand in hand with the community elements and All Points East is proud to have been awarded Gold on Attitude is Everything’s Charter of Best Practice for our commitment to Deaf and disabled music fans.
All Points East continues to work each year with local charity the Tower Project to give volunteer opportunities to young people with learning disabilities and autism on site at the festival, as well as providing education and performance opportunities to the students of nearby ELAM arts and music school. Committing to 100% renewable energy, working towards eliminating single-use plastic from all serve-ware and programming upcycling workshops for children during In The Neighbourhood are further examples of the commitment to the local community and the park.
Local businesses are given opportunities to provide food, drink, merchandise and more so that the local community benefits as much as possible
[1] CGA OPM P01 18.05.24
Media Contact: Thomas Milner, thomas.milner@citypress.co.uk
Third-party news items that are posted on the Guild website’s news section come from press releases received by the Guild. These press releases are posted as they have been received and their publication on the Guild website is intended as an informational service provided to our members and website visitors. As such, the publication of a story from a third-party source is neither an endorsement of the content, nor its sender, by the Guild. For enquiries on any news item, please use the contact details that can be found at the bottom of each post.