HEINEKEN, the UK’s leading brewer and cider maker, has been appointed as the official supplier of beer and cider to Alexandra Palace, the iconic North London multi-platform entertainment venue that this month has played host to some headline sports events. This includes the Ladbroke’s World Darts Championship as well as the launch of the world Ping Pong championship and Masters Snooker. From March the venue kicks off its award winning annual live music calendar with Suede, who are expected to attract some 10,000 concert goers.
An exclusive three- year agreement will see HEINEKEN supply ‘Ally Pally’, as the venue is colloquially known, with a range of draught and packaged lager, ale and cider including Heineken®, Foster’s, Kronenbourg 1664, Amstel, John Smith’s Extra Smooth, Strongbow and Bulmers in the Bar & Kitchen and throughout the events arenas.
Tim Galligan, Trading Director-South for HEINEKEN said:”We are delighted to secure an agreement that will showcase our beer and cider brands in a world-class setting. The new partnership will allow us to build on the successful collaboration HEINEKEN enjoyed with Alexandra Palace during London 2012 when the venue hosted the Netherlands’ Olympic Committee’s Holland Heineken House and we look forward to forging another dynamic partnership in 2013 and beyond.”
Alexandra Palace Commercial Director, Emma Dagnes, said: “We are delighted to extend our relationship with HEINEKEN after hosting such a superb sporting showcase for the Brand in 2012. We constantly seek ways to maximise the Alexandra Palace visitor experience and the availability of HEINEKEN’s unrivalled range of Brands as part of the catering in our Bar & Kitchen and at client events will help move us another step towards that goal.”