What would be the highlight of any football-loving brewer? Getting your beers as your team’s official ale supplier.
That is exactly what’s happened to Paul Halsey, Purity Brewing Company’s CEO and Co-Founder, and a huge Aston Villa fan.
“As a lifelong Villa fan, this is one of the pinnacles of my career,” said Halsey. “I truly never thought that when we started Purity in 2005 we’d be in a position to join forces with the team I support.
“This partnership between Purity and Aston Villa is all about creating the perfect match day experience for supporters and reflects our belief in a more discerning beer drinking public.”
Since 2005 Purity have become one of the market leaders in the Midlands for craft ales and in the last few years has seen the brewer branch into stadia and elite level sport with similar partnerships with Wasps Rugby & Ricoh Arena, as well as Coventry Rugby.
However this is the sustainable focused brewer’s first step into football. Following feedback from the Aston Villa faithful and the desire of the club to do things differently and push the boundaries of what is expected in a stadium environment, following the success at the Ricoh Arena, Purity was invited to join the Pride and family of suppliers and partners.
“We have seen how much value local craft beer has added to the supporter experience with the likes of what we have achieved at the Ricoh Arena,” said Halsey.
“It is a truly exciting time for Purity Brewing Co. and Aston Villa as we see this ambitious and progressive partnership as just the start of a brand new chapter for both. I can’t wait to enjoy a pint of Purity Pale Ale pre match ahead of our first home match back in the English Premier League against AFC Bournemouth – UTV!”
Nicola Ibbetson, AVFC chief commercial officer said on this agreement, “I’m delighted that Aston Villa have partnered with a local company, further outlining the club’s mission to forge deeper connections with businesses and communities close to the football club.
“Purity Brewing will provide an important service at Villa Park, one which we believe will enhance our supporters’ matchday experience.”
Purity Brewing will be undertaking a number of fan engagement campaigns throughout the season to further enhance supporters’ visits to Villa Park and create a true pure quality premier match day experience.
For more on Purity, be sure to read the July 2019 issue of The Brewers Journal, available online at www.brewersjournal.info and listen to The Brewers Journal Podcast # 12, at https://brewerspodcast.reby.media
