The NEC Group has announced a multi-year deal with Molson Coors Beverage Company, which is responsible for a broad beverage portfolio that includes Pravha, Staropramen, Rekorderlig and Coors.
The deal will see Pravha – Molson’s premium continental-style pilsner – being named as the official beer of Utilita Arena Birmingham and Resort World Arena with bars across both venues carrying the Pravha branding.
Guy Dunstan, Managing Director Arenas, NEC Group, Arenas said: “We are delighted to partner with Molson Coors, and they join us at an exciting time with a return to live events. Their portfolio of products is far reaching, and we are excited to be able to serve their products to our customers. Molson Coors has invested in the redesign and branding of our arena bars which will further enhance the customer experience.
“Working with like-minded brands is essential to the success of any business – but this is particularly true the more ambitious the goals. With Molson Coors we’ve found a partner who shares our aspirations to be recognised as a global leader in our industry, while remembering our foundations here in the Midlands.”
Dave MacKenzie, On-Trade Sales Director at Molson Coors Beverage Company, said: “We are delighted to be partnering with the NEC Group and see the new partnership as a natural fit for both of our businesses. Our brand portfolio has never been stronger, so we’re ideally placed to support the wide variety of events they host.
“It’s great to see live events back on the cards after the challenges that the hospitality industry and events-led businesses have faced since the start of the pandemic, and we’re looking forward to seeing visitors return to its venues in the months ahead.”
NOTES TO EDITOR
ABOUT THE NEC GROUP
NEC Group is the UK’s leading live events business with over forty-five years of world-class expertise in venue and destination management. Every year, millions come together at five of the UK’s leading business, leisure, and entertainment venues which come under the NEC Group’s portfolio – the National Exhibition Centre (NEC), International Convention Centre (ICC), Vox Conference Venue (Vox), Resorts World Arena and Utilita Arena Birmingham. The five venues offer some of the best-connected real estate in Europe.
In addition to operating world class venues, the Group also manages a range of supporting services – a national ticketing agency, The Ticket Factory; hospitality brand, Amplify; award-winning caterer, Amadeus; plus, its consultancy and venue management arm, NEC Group Venue Partnerships.
ABOUT MOLSON COORS
For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have six 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 & Ireland includes Pravha, Staropramen, Blue Moon, Offshore, Franciscan Well Chieftain IPA and Archway Lager, Rekorderlig, Aspall Cyder and Pip & Wild, alongside popular favourites Coors Light, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar. Bodega Bay is Molson Coors’ first move into the hard seltzer category, and has 1 unit of alcohol per can.
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 Beer Print and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors.
Press release from Molson Coors
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