A Pint of ‘British Bitter’ to Celebrate Olympic Success? £10m Sponsorship Deal Means Branded Ales Cannot be Sold at Venues


This summer’s London Olympics is supposed to be a celebration of all that’s great about Britain.
But strict sponsorship rules during the Games mean anyone wishing to toast some home-grown success at venues will be denied a selection of the country’s real ale.
The only beer permitted to be sold under its brand name across all grounds and stadia will be lager produced by a Dutch brewer.

‘Tier Three’ sponsor Heineken is thought to have paid around £10million for ‘sole pouring rights’ at all Olympic venues.

‘As a grand spectacle showcasing everything that is great about Great Britain, it is hugely disappointing that attendees inside Olympic venues won’t have access to a range of British real ale,’ Mike Benner, chief executive of the Campaign for Real Ale, told the Publican’s Morning Advertiser.
He added: ‘Such a move represents a major missed opportunity to show off one of Britain’s historic industries.’

And that deal has seen British brewer Marston’s skittled at that most quintessentially English location, Lord’s Cricket Ground, which is hosting the archery competition.

The major UK independent brewer has the beer concession at the home of English cricket.

It is also the official sponsor of the national team.
But it will have its handpumps removed during the Olympics.
And the portraits of cricketer Matthew Hoggard – Marston’s ‘beer ambassador’ – will even be covered up during the Games, under the deal.

Organisers will be able to circumvent the ban and offer those who like a more traditional pint by selling John Smith’s under the banner ‘British Bitter’ while Strongbow will be called ‘Cider’.
A Heineken spokesman said that many venues are not suitable for cask beer as they are either temporary bars or lack the necessary cellar facilities

Read more: http://www.dailymail.co.uk/news/article-2130143/London-2012-Olympics–10m-sponsorship-deal-means-branded-ales-sold-venues.html#ixzz1sBeL4haY

Read more: http://www.dailymail.co.uk/news/article-2130143/London-2012-Olympics–10m-sponsorship-deal-means-branded-ales-sold-venues.html#ixzz1sBddwNa7

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