Manchester’s Co-op Live Arena Selects Diageo As Official Drinks Partner

Co-op Live's Atrium Bar.
– Co-op Live’s Atrium Bar.

Co-op Live, the new 23,500-capacity entertainment venue opening in Manchester, has announced that Diageo, a global leader in beverage alcohol, will be the official drinks partner when the arena opens in 2023. 

“The partnership will see Guinness become the venue’s official beer partner and Diageo’s full portfolio of spirits including the world-famous Johnnie Walker scotch, Smirnoff vodka, Tanqueray gin and Captain Morgan rum as Co-op Live’s official drinks partners,” the partnership announcement states.
Visitors to Co-op Live will see “an array of activations throughout the venue including on digital platforms” and “innovative approaches to customer experience like shortest queue alerts and click-and-collect functionality,” the announcement continues.
Co-op Live’s investors Oak View Group (Pollstar’s parent company), City Football Group and Harry Styles, and Diageo are aligned on their sustainability goals, which include Co-op Live’s commitment to minimize single-use plastic, and Diageo’s ambition that 100% of its packaging will be widely recyclable, reusable or compostable by 2030.
Co-op Live's Atrium.
– Co-op Live’s Atrium.

Sam Piccione III, President, OVG International, said: “It was key for us to find a partner in this important category who would work with us to further deliver on making Co-op Live an entertainment and lifestyle destination and in Diageo we found the perfect company. The team at Diageo is best in class when it comes to creating experiences and we can’t wait for our fans to enjoy an ice-cold GUINNESS, iconic spirit, or draught cocktail at their favorite concert.

“As live events return and we look forward to the future, now is the perfect time to announce this partnership and further evidence of the investment Co-op Live is bringing to Manchester.”
Anita Robinson, Marketing Director, Diageo Great Britain, said: “We’re thrilled to be partnering with Co-op Live to be the official drinks and responsible drinking partner for what is set to be the UK’s biggest arena. This is the first sponsorship we have undertaken in Great Britain where our full portfolio of drinks is part of the offer and we look forward to bringing our brands to life through experiences and activations for all occasions, from pre-show drinks to late night celebrations.”
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