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27th June 2014

Upham Brewery Partners with Hampshire’s OctoberFest for First Major Headline Sponsorship

Upham Brewery, based near Winchester, has agreed a title sponsorship with Hampshire’s OctoberFest, one of the county’s biggest annual consumer shows. The event is a celebration of the region’s finest beer and food producers, and Upham’s partnership marks the brewery’s first ever headline sponsorship.

OctoberFest takes place from the 3 to 5 October 2014 at Basingstoke Sports and Social Club. The event is expected to attract around 12,000 visitors who will be introduced to over 200 beer brands which are being showcased alongside food and cider producers. Ever popular with families, OctoberFest invites visitors to watch and participate in a full programme of demonstrations, exhibitions and craft workshops as well as live music and children’s activities.

As part of the sponsorship agreement, Upham will be served in both the main marquee and it has its own marquee, which will also host a series of live music acts. Upham will be offering visitors its three staple ales of Tipster, Punter and Stakes.

A comprehensive sponsorship activation campaign has been planned which will include outdoor advertising, social media, media partnerships and competitions to win OctoberFest tickets and dinner at an Upham Brewery pub. The brewery has also produced special OctoberFest beer mats to promote the event within its pubs closest to the venue, such as The Bunk Inn near Newbury, The Winning Post in Ascot and The Running Horse near Winchester, and to a number of the brewery’s other stockists.

Upham Brewery is proud to work closely with Hampshire Fare to champion the county’s produce and has a growing network of relationships with food and drinks suppliers from the region who cater for its current portfolio of nine pubs.

Faye Pain, Sales & Trade Marketing Manager at Upham Brewery, said: “Hampshire’s OctoberFest is a key date in the county’s diary and a beacon event for beer and food producers across the region, as well as being very much recognised for its live music. Hampshire is our heartland so Upham Brewery is hugely proud to put its support behind OctoberFest and we look forward to welcoming everyone to what will be a fun and exciting event.”
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For more details on OctoberFest and to book tickets, go to
For all media requests, please contact Milly King – / +44 (0) 203 7286 104

Notes to Editors

The Upham Pub Group is the south of England’s fastest growing pub and brewery group. Having officially launched its new brewery in May 2013, Upham already supplies over 250 stockists, including leading pubs, hotels and local Majestic and Co-op stores. The brewery also owns nine pubs and inns across Hampshire, Berkshire, Sussex and Wiltshire with plans to increase the portfolio.

Based at Stakes Farm in the heart of the South Downs, the brewery produces three staple beers which are all named after a racing theme following the heritage of the farm and are available in cask or bottles direct from the brewery or via distributors. They are: Punter, a 4% ABV mid-range bitter; Tipster, a refreshing golden ale with a 3.6% ABV; and Stakes, a premium bitter which provides a kick with a 4.8% ABV. Upham also produces new seasonal ales throughout the year.

Upham’s core values reflect that of a traditional country pub with a focus on the community and being the heartbeat of the local area. No two Upham pubs are the same but each prides themselves on producing great tasting food, beers and a welcoming atmosphere.


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