Multi-award-winning Purity Brewing Company is delighted to announce that the brewery has agreed a new three-year contract to continue supplying real ale to Wasps Rugby fans.
The new partnership agreement will continue to see Purity’s ales served across the concourse and hospitality areas at Ricoh Arena, as well as the development of some exciting new activations to ensure Wasps fans can enjoy their favourite ales even when they’re not at the game.
Since 2005, Purity have become one of the market leaders in the Midlands for craft ales and this new agreement with Wasps Rugby a similar deal announced by the Warwickshire-based brewery with English Premier League side Aston Villa and the renewal of their agreement with Championship Rugby side Coventry Rugby.
During the first five years of the partnership, Purity has worked closely with the teams at the venue to train over 1000 people in pouring the perfect pint of Pure Quality cask beer. This commitment to quality saw the arena become the only Cask Marque-accredited stadium in the UK.
In 2017, Purity won the SIBA Marketing Implementation Award at the SIBA Business Awards for the marketing activation between the brewery and the Club.
Since Wasps’ move to the West Midlands, Purity has firmly become an integral part of many Wasps Rugby supporters’ matchday routines. The Warwickshire-based brewer has enhanced the overall matchday offering with the option of live cask beer with Pure Gold and Pure UBU across five Purity branded concourse kiosks including one in the Ericsson Arena and others across all hospitality areas.
New for 2020, one of the brewer’s most popular brands, Mad Goose, will be joining the pack as a new offering to supporters on gameday. Following the demand and feedback from the Wasps Rugby faithful, as well as additional brands, the brewery is investing into extra taps to help support the demand.
The news of this renewed contract comes after the exciting announcement of a collaborative project between Purity, Wasps Rugby and Delaware North with the launch of the Pure Legends Lounge – an exciting new addition to the hospitality offering at Ricoh Arena with a relaxed and informal environment that is designed to fully immerse guests into Purity and Wasps Rugby.
Purity CEO and co-founder Paul Halsey, a former rugby player himself, said on the new agreement: “Working with Wasps Rugby and Ricoh Arena is testament to the ongoing success of our original mission when we started, 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 absolutely thrilled with the announcement of our new contract with Wasps Rugby and delighted to be extending our highly successful partnership. Ever since our first matchday back in 2015, we have strived to match the excitement on the pitch with Pure Quality beer for the supporters to enjoy.
“Becoming the first Cask Marque-accredited stadium is something as a business we are so proud of to ensure that the same quality Purity pint you get in your local, you’ll get at the arena.”
He added: “We have seen how much value local craft beer has added to the supporter experience with the likes of what we have achieved at Ricoh Arena over the last year, Villa Park this season and Coventry Rugby.
“The start of 2020 and a new decade is a truly exciting time for both Purity Brewing Co. and Wasps Rugby as we see this continuation of an ambitious and progressive partnership as just the start of a brand-new chapter for both. I can’t wait to enjoy a pint of Pure Gold in the stands and cheer on the men in Black and Gold. Come on you Wasps!”
Stephen Vaughan, Wasps Sport CEO, commented: “We have a fantastic relationship with Purity and their product is extremely popular with our fans.
“We’re delighted to agree a new deal and we’re very much looking forward to building our partnership over the coming years.”
Purity Brewing will continue to offer and undertake a number of fan engagement campaigns throughout the season to further enhance the matchday supporter experience and to create a true Pure Quality visit to Ricoh Arena.