The exclusive 4-year deal will see Molson Coors Beverage Company’s selection of premium beer and cider brands being offered at OVO Hydro.
Global leading brewer Molson Coors Beverage Company has today been announced as the exclusive pouring rights partner of Scotland’s home of live entertainment, OVO Hydro, in a new 4-year agreement aimed at elevating fan experiences.
This premium line-up of beverages includes Pravha, a lighter tasting Czech-style Pilsner and Scotland’s third-biggest lager brand by value, Madrí Excepcional the fourth-biggest lager brand in draught by sales volume. The number one super premium cider brand in GB Aspall Cyder, and premium flavoured cider brand Rekorderlig will also be available in packaged format, alongside zero alcohol options Staropramen 0.0 and Rekorderlig Alcohol Free.
With the venue welcoming yet more world-class talent throughout 2024, including The Killers, Olivia Rodrigo and Stevie Nicks, the partnership, brokered by AEG Global Partnerships, strengthens Molson Coors’ mantra of ‘uniting people to celebrate life’s moments’.
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OVO Hydro has ambitious targets to build upon the ‘A Greener Arena’ certification which forms part of its industry-leading net zero roadmap, including the adoption of an innovative cup return scheme. Molson Coors is an ideal partner to support these ambitions, with all Molson Coors’ pints 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.
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.”
