The days of drinking warm, watery beer while cheering on your favourite sporting team in a packed stadium are over. Well, they are if you visit the Ricoh Arena and order a pint of Purity.
The multi-purpose venue in Coventry, an international destination for sport, business, and entertainment, has become the first stadium in the UK to be awarded Cask Marque status, the independent award usually reserved for pubs serving great quality cask ale.
Warwickshire-based Purity Brewing Company's Pure UBU and Pure Gold are available across five of the Ricoh Arena’s concourse bars and a bar in the arena’s Ericsson Exhibition Hall. Purity beers are also available in seven hospitality suites, as well as The Mill Bar and Brasserie part of the DoubleTree by Hilton Hotel at the arena.
Home of top-of-the-Premiership Wasps Rugby and host to a range of international performers, the Ricoh Arena has seen 'unprecedented' growth in beer sales following the introduction of Purity ales in 2015.
'At Purity we pour our heart and soul into every last drop of beer we produce, with dedicated training support for venues to stock and serve our beer for that perfect pint,' Paul Halsey, Purity MD, said.
'We are all extremely proud of this accreditation and it’s a testament to the Purity team and everyone at the Ricoh Arena who looks after our beer there. We’re also very proud of our relationship with the Ricoh Arena and Wasps Rugby. Long may it continue and here’s to hoping we can celebrate again at the end of the month!”
Andy Gibb, MD of the Ricoh Arena, added: 'Our partnership with Purity goes from strength to strength, with Gold and UBU proving incredibly popular with event guests, concert goers and rugby, netball & football fans alike. We’re incredibly proud to be serving Purity at the Ricoh Arena and the Cask Marque accreditation is just reward for the quality of the product and the outstanding teamwork displayed between our two organisations.'
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