Asahi UK has become the new official beer partner for Lord’s Cricket Ground.
The Peroni Nastro Azzurro and Fuller’s London Pride brewer has penned a multi-year agreement with Marylebone Cricket Club. It replaces BrewDog, after the northwest London club elected to end its partnership with the craft brewer after just one year, following its pre-pack sale to Tilray Brands.
The partnership with Asahi UK will kick off from next month, with the supplier chosen for the “quality and breadth” of its beer offer and “operational expertise”, according to MCC boss Robert Lawson.
“Throughout the tender process, Asahi showed a clear understanding of what makes Lord’s unique and a commitment to elevating the experience for our members and visitors,” Lawson said. “The quality and breadth of their portfolio, combined with their operational expertise, made them the outstanding choice.
“This partnership ensures we can continue delivering an exceptional food and beverage experience during what promises to be another memorable season at the home of cricket.”
To mark the partnership, Asahi UK will produce a bespoke Old Father Time ale for MCC. The new brew will be available in embers’ bars at Lord’s throughout the season.
Robert Hobart, MD for Asahi UK, added: “Partnering with MCC at Lord’s presents a unique opportunity for Asahi UK to showcase our premium portfolio at one of the most iconic venues in world sport.
“From a crisp Peroni Nastro Azzurro to locally brewed favourites from Fuller’s and Meantime, as well as high-quality non-alcoholic options, we look forward to helping create many memorable moments for fans at the home of cricket.”
Other sporting venues that Asahi UK already partners with include Ascot and Royal Ascot, the Emirates Stadium and the Etihad Stadium.
Its Asahi Super Dry beer is also the official beer of Rugby World Cup tournaments through 2029.
No comments yet