New Beverage Partnership
Colchester United has announced Molson Coors Beverage Company as its new Official Pouring Rights Partner at the JobServe Community Stadium. The multi-year deal will see Carling, Coors, Madrí Excepcional, Madrí Excepcional 0.0%, SALT Alpacalypse and Rekorderlig become the exclusive beer and beverage provider throughout the venue.
The agreement gives Molson Coors the exclusive rights to supply beers, ciders and a wide range of beverages across the stadium. Carling, the UK’s number one core lager brand and the lager most associated with football, will feature prominently on concourse kiosks, pitch-side perimeter boards and in the Fanzone. Supporters will also be able to enjoy a refreshed drinks range that includes Coors, Madrí Excepcional, Madrí Excepcional 0.0%, SALT Alpacalypse and Rekorderlig.
Enhancing the Matchday Experience
The partnership will also support a number of enhancements to the club’s food and beverage offering. One of the first improvements will be the introduction of draught lager in selected kiosks around the stadium, giving fans greater choice and improving the overall matchday experience for supporters, hospitality guests and the thousands of visitors who attend the venue each year.
Karl Smith, Head of Catering at Colchester United, said: "We are delighted to welcome Molson Coors as our new Pouring Rights Partner. Throughout the tender process, they demonstrated a genuine understanding of our ambitions, not only in terms of product quality but also in how we continue to improve the experience we provide for supporters, hospitality guests and visitors to the stadium."
"This partnership is about much more than supplying drinks. We have been impressed by Molson Coors' collaborative approach and their commitment to working alongside us to continually develop our food and beverage offering. We're looking forward to building a strong relationship together over the coming years," added Smith.
Dean Ince, New Business Sales Controller at Molson Coors Beverage Company, added: "We are thrilled to be partnering with Colchester United and are excited to become part of the matchday experience at the JobServe Community Stadium. Colchester United is a forward-thinking community club with ambitious plans, and we're proud to support those ambitions. For our team, this partnership represents a major step forward for our growing portfolio of brands, with Carling very much at the forefront as the beer of football and the beer of mates - bringing people together to celebrate the beautiful game."
Looking Ahead
Supporters can expect to see a wide range of Molson Coors brands available throughout the stadium from the start of the new season, with both organisations committed to continually enhancing the food and beverage experience for fans attending matches and events at the JobServe Community Stadium.
Molson Coors has a long history of brewing beverages that unite people for all of life's moments. With breweries across the UK, including a home in Burton upon Trent and a nearly 300-year-old cider press in Suffolk, the company produces iconic brands such as Carling, Coors, Madrí Excepcional, Pravha, Staropramen, Atlantic Pale Ale, Cobra and Doom Bar. Beyond beer, Molson Coors offers a modern portfolio that expands into cider and other beverages, including Aspall Cyder and Rekorderlig.
Both clubs will continue to work closely to deliver a fantastic range of products and experiences for fans and guests this season and beyond.
