Wembley Arena deal for Inbev

12 January, 2009

Inbev UK has won a deal to be the exclusive supplier of beer to the Wembley Arena concert venue in London.

The Stella Artois and Beck’s brewer already has a deal with Wembley Arena’s owner, Quintain Estates, to supply Beck’s Vier the O2 arena – formerly the Millennium Dome.

Vier will be the main focus of activity at Wembley, but other Inbev beers, including Stella, Leffe and Staropramen, will also have a profile through the venue’s bars.

James Saunders, managing director of towns as businesses at Quintain, said: “We spent over £30 million on modernising the Arena in 2007 and now welcome over a million music fans a year to over 100 nights of world class entertainment.

“We look forward to forming a successful partnership with Beck’s Vier, which is one of the most progressive brands involved with music in the UK.”

Tim Clay, divisional director of Inbev UK, added: “We are thrilled to become the official beer partner of the modernised Wembley Arena. It is an iconic rock site that has stood the test of time.”

The deal replaces an agreement between the venue and Scottish & Newcastle UK.




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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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