The Midlands’ based market leader in craft ales, based in Warwickshire, has joined forces with the Ricoh Arena’s owners, Wasps, as it looks to extend its support of rugby throughout the West Midlands – in the year when the Ricoh is also celebrating its 10th anniversary.
Purity, which has established a range of successful partnerships with rugby clubs in the area, has already been working alongside Wasps to trial the offering to supporters and visitors to the Ricoh Arena, with tremendous feedback.
From 5th September when Wasps take on Samoa, Purity beers will be available throughout the arena and the Wasps faithful will be able to enjoy Purity’s Pure UBU and Pure Gold brands, with Pure Gold being an appropriate tipple for fans of the ‘men in black and gold.’
Andy Gibb, Managing Director of the Ricoh Arena, said: “Purity has developed a regional and national reputation for providing high-calibre craft beers from their headquarters in nearby Warwickshire and, just like the Ricoh Arena, are constantly looking to develop new markets.
“This partnership is a perfect fit for both parties and their beers will be really popular with visitors to the Ricoh Arena.”
Luke Organ, Group Commercial Director, Wasps, said: “We are proud to partner with a craft brewery which is highly respected for its attention to detail, quality of product and strength of brand.
“Since arriving at the Ricoh Arena, we have conducted many fan surveys and a recurring request has been for a wider range of ales. We are delighted to have fulfilled this request, partnering with one of the most popular and successful breweries in the Midlands and we have no doubt Wasps supporters and visitors to the Ricoh Arena will be delighted with the extensive range of ales that Purity will be supplying.”
Paul Halsey, Managing Director, Purity Brewing Company, said: “A partnership between Purity and the Ricoh Arena is all about creating the perfect event day experience and reflects our belief in a more discerning beer drinking public. Working with Wasps and the Ricoh Arena is testament to the ongoing success of our original mission, which is to brew great beer without prejudice, with a conscience and with a consistency and an attention to detail, which is second to none.
“We are delighted that so many people are going to get to try Pure Gold and Pure UBU in tip-top competition. Craft beer has been much heralded in the press in recent years and the movement is extraordinarily dynamic. It has long been argued that craft beer is all about small scale brewing, but at Purity we don’t believe that to be the case.
“For us craft brewing is about using the finest ingredients and taking care of the beer you make. It is not scale dependent and as such we are proud to lead the charge into such a partnership and deliver great beer to the masses. We have seen how much value craft beer has added to the supporter experience with the likes of the Seattle Mariners, San Francisco Giants and the Portland Timbers in the US and want to emulate and surpass that. It is a truly exciting time for Purity Brewing Co. and reflects the forward thinking and ambitious approach being adopted by the Ricoh Arena and Wasps.”
Purity, which will be on sale for all events at the arena, joins the brand family which includes; RICOH, Land Rover, EMC2, E.ON, DS Smith, Under Armour, Pins & Stripes, Majestic and Causeway.