Doom Bar on board for the Boat Race

25 March, 2009

Doom Bar from Sharp’s Brewery is the official beer partner of the Oxford and Cambridge Boat Race taking place on Sunday (March 29).

The race will be shown live on ITV and a number of adverts and other branding will also highlight the 4% abv beer.

Joe Keohane, director at Cornwall's Sharp’s Brewery, said: “The Boat Race is an iconic event in the calendar and we are delighted to have secured a three-year partnership deal, after establishing a link last year.

“The race is an example of the investment we are making to raise Doom Bar's profile still further.”

Doom Bar is part of a portfolio of beers from Sharp’s Brewery, including Chalky’s Bite – a collaboration with seafood chef Rick Stein.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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