Wainwright will be the Official Beer Partner of The Boat Race until 2021.
Its biggest partnership to date for the beer brand, The Boat Race is the perfect fit for Wainwright’s motivational brand ethos and ‘Find your Mountain’ campaign, which encourages people to take on their own mountains while offering the ultimate refreshment as the reward.
As part of the partnership, Wainwright will host its own ‘Fan Zone’ at Furnivall Gardens, one of the busiest spectator spaces for The Boat Race. Focussing on being at the heart of the celebration, Wainwright are aiming to re-create that ‘local community pub’ atmosphere with seating and bar areas, whilst proactively encouraging the use of re-usable cups for all Wainwright pints sold throughout the day. Set to save thousands of plastic cups from landfill, Wainwright are providing specially branded re-usable cups for a £1 donation on the sale of a first pint; 10% of the sale of each branded pint cup will also be going straight to The Boat Race’s official charity partner, the RNLI.
Branded POS kits both in the on and off-trade are running throughout the partnership and include on-trade limited edition glassware, t-shirts, bar runners and 350,000 promotional neck collars in the off-trade; showcasing an opportunity to win big as part of The Boat Race sponsorship. One lucky winner will win with the chance of a once in a lifetime water-based adventure to either the Grand Canyon, Miami or Vietnam – all courtesy of Wainwright.
Commenting on the new partnership, Paul Freeman, senior marketing manager for Wainwright said: “This is a great new platform for Wainwright to be seen at an iconic national sporting day. We will get to be right in the mix of things on the day by mingling with the crowds and helping to be part of the celebration with them. Not only that, the Race also carries its own gravitas and with an estimated 250,000 spectators throughout the day, it is the start of an exciting step for Wainwright.”
Executive Director of The Boat Race Company Limited, David Searle added: “I am delighted to welcome Wainwright as a new partner for The Boat Race. They have a strong brand ethos that will connect with our athletes and also our spectators. We look forward to working with them over the next three years.”
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Notes to Editors
The Boat Race will take place on Sunday 7th April 2019 from Putney to Mortlake on the River Thames. The Women’s Boat Race will take place at 2.15pm, with the Men’s Boat Race an hour later at 3.15pm.
More information on The Boat Race competition and prize can be found – https://wainwrightgoldenbeer.com/boatrace
Wainwright
Wainwright champions people who break the mould and encourages people to ‘Find your Mountain’ while offering the ultimate refreshment as the reward. So, whether it is smashing your best time on the downhill run. Nailing The Rat Race. Ditching your job and setting up a business. Making that first impression. They all involve pushing yourself out of that comfort zone and launching into your own personal expedition. Just what our namesake, the famous Lakeland Fell writer, Alfred Wainwright did – Lifeforce and inspiration behind our Golden Beer.
Looking for where to find a pint of Wainwright? Follow the pub finder link for a list of stockists – www.wainwrightbeer.co.uk/pubfinder
Marston’s Go Greener (Re-usable cup scheme)
Marston PLC will be introducing reusable branded cups in an effort to lower their carbon footprint and to address environmental sustainability at their festival this year.
By using reusable plastic cups, they will prevent hundreds of thousands of cups from being used once and thrown into landfill where they take hundreds of years to biodegrade. Marston’s hope that the festival goers will see that it is important for every person to play their part in making our planet more environmentally friendly.
The cup scheme will see customers pay a £1 cup levy when they purchase their first drink. Every subsequent drink will be poured into a clean cup. When the customer has finished drinking, they get to take their cup home as a souvenir.
For more information on Wainwright and Marston’s PLC, please contact Lauren Hagan on lauren@thevitalagency.co.uk
The Boat Race
The Boat Race is a major London event between the UK’s two greatest universities – Oxford and Cambridge. Contested over 4.25 miles of tidal Thames between Putney and Chiswick Bridges and spanning 185 years of bitter rivalry, the Race has become synonymous with British tradition and excellence. The Race, which usually takes place in the Easter break, is regularly attended by thousands of spectators and watched by millions more at home. Cambridge lead both the men’s and the women’s head-to-head records, by 83 races to 80 and 43 to 30 respectively.
The Race has established itself as the epitome of amateur sport, raced by scholar athletes who combine academic rigour with elite physical prowess. There is no greater occasion. A Race of excellence, run by the brightest and the best.
For more information please contact Maria O’Connor (The Boat Race Company Ltd) moconnor@theboatrace.org