Attic has announced a new partnership that will see its beers served at Utilita Arena Birmingham and BP Pulse Live, bringing award-winning locally brewed beer to two of the city’s biggest entertainment venues.
To mark the first delivery to Utilita Arena Birmingham, Attic swapped their usual delivery van for something with a little more Birmingham character, sending its first keg to the venue by narrowboat along the Birmingham Canal.
The journey began a stone’s throw from Attic, at Bournville train station, before travelling along the canal to Old Turn Junction, Utilita Arena Birmingham. The unusual first delivery celebrated the waterways that helped shape Birmingham’s industrial history while connecting Attic’s home in the south of the city with one of its most recognisable venues.
Attic’s 4.4% flagship pale ale, Intuition, will be available at both venues, alongside a selection of Attic cans.
Jo Farn, marketing executive at Attic, said: “There’s something really special about seeing locally brewed beer being poured at two of Birmingham’s biggest venues. We’re incredibly proud to brew in this city, and having Attic available to people coming to enjoy some of the biggest names in entertainment, right on our doorstep, feels like a brilliant fit.
“We talk a lot about supporting local, and this is a great example of what that can actually look like. Instead of beer travelling hundreds of miles to reach the bar, ours is brewed just down the road in Stirchley. It means fresher beer, fewer miles travelled and money going back into an independent Birmingham business.
“And, of course, we couldn’t resist making a bit of an occasion of the first delivery. Sending a keg up the canal felt like the perfect way to celebrate Birmingham, its waterways and the start of the partnership.”
Oli Hurlow, Co-owner of Attic, added: “Utilita Arena Birmingham and BP Pulse Live are two huge parts of Birmingham’s live events scene, so we’re delighted to see Attic beers behind the bars.
“Intuition is our flagship beer and the beer that probably best represents who we are as a brewery, so seeing it poured at venues of this scale is a massive moment for us. Alongside it, the arenas will have Attic cans available, so there will be a good range of our beer for people to choose from.
“We started Attic because we wanted to brew great beer here in Birmingham and bring people together over it. To now have those beers served at two of the city’s best-known venues, only a few miles from where they’re made, is something we’re really proud of.”
