Harlequins Drinks To Fuller’s Partnership
Gallagher Premiership rugby union club Harlequins has announced a new multi-year partnership with British beer brand Fuller’s London Pride.
The agreement will see Fuller’s London Pride become the official beer of the London-based side, which builds on Fuller’s commitment to supporting the game’s grassroots community clubs up to the elite level.
Asahi UK-owned Fuller’s launched the partnership with the help of Harlequins stars Katy Mew, Tommaso Allan and Aaron Morris. The group took a break from pre-season training to help load the first dray of Fuller’s London Pride at the brand’s own Griffin Brewery, ready to be taken just five miles down the road to the home of Harlequins, The Twickenham Stoop.
Under terms of the new agreement, Fuller’s London Pride will be served throughout the 15,000-capacity stadium, 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.
Supporters 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, added, “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 five miles from Griffin Brewery. Let’s hope for a successful 2022/23 season and creating memorable moments for fans this season and beyond.”
Harlequins kicks off its Premiership rugby season on Saturday 10th September when the team travels to face Newcastle Falcons.
