- The award-winning premium ale joins forces with the Premiership Rugby side ahead of the 2022/23 season
- The new multi-year partnership will see a complete overhaul of the bar offering at The Stoop, allowing fans the opportunity to support their side with pride
- The South Stand at The Stoop will be renamed the ‘Fuller’s London Pride South Stand’ as part of the partnership
Fuller’s London Pride today announces a new multi-year partnership with Harlequins. The agreement will see Fuller’s London Pride become the Official Beer of the Premiership Rugby side, reinforcing the brand’s heritage with rugby; from supporting the game’s grassroots community clubs up to the elite level, and as an iconic ale enjoyed by spectators and players alike.
Fuller’s London Pride launched the partnership today with the help of Harlequins stars Katy Mew, Tommaso Allan and Aaron Morris. The group took a break from their pre-season training to help load the first dray of Fuller’s London Pride at the famous Griffin Brewery, ready to be taken just five miles down the road to the home of Harlequins, The Stoop.
Fuller’s London Pride will be poured across all concourse bars and hospitality areas throughout The Stoop, as well as on the dedicated cask beer bar in the newly named Fuller’s London Pride South Stand. The newly built North Village will also be supplied, with Harlequins investing in an additional, premium space around the stadium for supporters to enhance their matchday experience.
As well as Fuller’s London Pride promotions at home games through-out the season, fans will be able to experience other premium beers from the Asahi UK portfolio including, Peroni Nastro Azzurro, Asahi Super Dry, Grolsch, Cornish Orchards cider, Fuller’s ESB, Dark Star Hophead and Meantime.
Steve Morton, Chief Commercial Officer, at Harlequins, said: “Ahead of the new season we looked closely across the market to find a partner that could supply a suite of products that meet the demands of our new and existing supporters. Our supporter base continues to grow and change, as do their preferences – our partnership with Asahi UK allows us to change with the times.
“We are delighted to announce London Pride as our Official Beer, and Asahi UK as exclusive in beer and cider at The Stoop and through the partnership, we have also made investments across the stadium’s bar facilities for our Member bars, supporter and hospitality areas. “We have been working closely with Asahi UK over the summer to ensure supporters have an increased product range across additional bar areas. Above all, we want everyone that comes to The Stoop to have the most positive experience possible.”
Sam Rhodes, Marketing Director, ASAHI UK, said: “We are really reinforcing Fuller’s London Pride’s position as the beer of Rugby with this announcement, as this partnership adds to our commitment to the sport in general and kicks off a new connection with fans of Harlequins. We have a rich brewing heritage that is synonymous with the Capital, so this is the perfect partnership for us with The Stoop just 5 miles from Griffin Brewery. Let’s hope for a successful 2022/23 season and creating memorable moments for fans this season and beyond.”
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Notes to Editors
About Fuller’s London Pride
Not just the iconic ale of the capital, London Pride is an all-British affair that unites a nation of beer drinkers using entirely home-grown malt and hop varieties that give Pride its inimitable taste and depth of flavour. The authentic beer has been brewed by the Fuller’s Griffin Brewery in Chiswick since 1959, named after the ‘London Pride’ flower that survived in the rubble of war-time London. London Pride is owned and distributed by Asahi Group Holdings, one of the world’s leading drinks companies, who acquired the brand in 2019.
Asahi UK is home to an exceptional portfolio of premium beer, ale, and cider brands, including category leaders in the UK. The range includes international brands Peroni Nastro Azzurro, the No.1 Super Premium lager in the UK with every drop brewed in Italy; Japan’s No.1 beer, Asahi Super Dry, encouraging consumers to discover the taste of Karakuchi; and the recently relaunched firm favourite for the UK, Grolsch. A portfolio to be envied which also includes local heroes: Fuller’s London Pride, Meantime, Dark Star and Cornish Orchards. Asahi UK’s focus is on elevating experiences for our customers and consumers through innovation, unrivalled service and offering brands with undeniable quality and provenance. Asahi UK believes that every business has a responsibility to understand and act upon its environmental impact and we continuously work towards sharing more information with our suppliers, customers and consumers about both the footprint of our beers, and how we are working to reduce it. Our place in the local community is highly valued and we strive to ensure that we are always making a positive contribution to the communities in and around our UK Breweries. For more information on Asahi UK and parent organisation, Asahi Europe International visit www.asahibeer.co.uk.
Press release from Asahi.
For further information on please contact Shoma Amin via Shoma.Amin@asahibeer.co.uk or 07788 345 806.