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OVO Hydro Signs New Pouring Partner
Molson Coors will provide the beers and ciders – as well as some alcohol-free options – at Glasgow, Scotland’s OVO Hydro going forward.
The four-year agreement was brokered by AEG Global Partnerships. The new drinks lineup includes Pravha, a Czech-style Pilsner, Madrí Excepcional for the lager, as well as, in packaged format, Aspall Cyder, and Rekorderlig, two of the UK’s most beloved cider brands. An alcohol-free beer and cider are available, too.
Molson Coors supersedes Heineken as OVO Hydro’s pouring partner.
The OVO Hydro holds the coveted A Greener Arena certification from AGF. As such, it was important to the team to bring a pouring partner on board that shares operators AEG’s and the Scottish Event Campus’ focus on sustainability. And Molson Coors pints are brewed “using 100% renewable electricity. The brewer has also made impressive progress towards its 2025 environment goals, reducing its direct carbon emissions by more than 60% since 2016 – exceeding its global ambition to reduce direct carbon emissions by 50% by 2025,” according to the press release announcing the pouring partnership.
The OVO Hydro is looking at a busy 2024 schedule, upcoming highlights includ The Killers, Olivia Rodrigo, and Stevie Nicks.
See: OVO Hydro World’s First Arena With ‘A Greener Arena Certification’
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Ross Easton, head of commercial at Scottish Event Campus, said: “We are delighted to be partnering with global-leading beverage company Molson Coors to offer our customers some of the top trending brands in the beer and cider space. With our shared values of sustainability, innovation and community, it is a collaboration we’re confident our customers will embrace.”
Paul Brow, on-trade sales controller at Molson Coors Beverage Company, said: “This partnership with the iconic OVO Hydro venue is a perfect match and we can’t wait to get started. Our diverse portfolio offers a variety of options that appeal to the range of consumers visiting the OVO Hydro as its popularity, capacity and calibre of worldwide artists continues to grow.”
Jason Cockburn, sales and operations director for Scotland at Molson Coors Beverage Company, added: “We are excited to be partnering with the largest entertainment venue in Scotland and one of the top ten arenas globally. We are a people-first business, and we see this reflected with OVO Hydro, which creates memorable experiences for its customers from across the world. The venue has not only revolutionised Scotland’s live entertainment sector but has done so while taking steps to reduce its environmental impact, a commitment we share at Molson Coors. We’re looking forward to supporting them as they continue their exciting journey.”
Liana Mellotte, senior director at AEG Global Partnerships, said: “The fan experience sits at the heart of what we do, and with beverage ranges, including low and no alcohol, playing a central role, it is important for us to work with the right partner. Molson Coors values and ambitions align with our own, and this new partnership will help to elevate the fan experience, while enabling the brand to unlock lasting relationships with consumers by accompanying the biggest and best nights of their year.”