Purity Brewing Company, the multi award-winning sustainable brewer announced today a two-year extension of their three-year supply agreement with English Premier League side Aston Villa Football Club.
The agreement will see Warwickshire based brewer’s unique Aston Villa branded Purity Pale [developed at the start of 2019/20 season] continue to be sold across Villa Park as the Official Ale for all match days and events through to May 2024.
Since 2005 Purity have become renowned as the market leaders in the Midlands for great quality modern day craft beer. In the last seven years the brewer has established themselves as local brewer of choice to partner with elite sporting stadia including Premiership Wasps Rugby and Championship Coventry RFC, alongside high-profile events in the Coventry Building Society Arena and festivals such as, Moseley Folk, 2000 Trees, BlueDot and Kendal Calling.
The news of this renewed contract comes after the recent announcement of Paul Halsey Co-Founder of Purity Brewing Company, a lifelong Villa Fan, stepping into a Non-Executive Director role within the business.
Newly appointed Purity Group CEO Andy Maddock, said on the new agreement: “We are absolutely thrilled to announce our contract extension with Aston Villa and Compass Levy. Speaking on behalf Paul [Halsey] a lifelong Villa fan and the wider Purity Group we are all truly honoured we can continue to build and grow this highly successful relationship with one of the countries longstanding and well-respected football clubs.”
He added: “The contract extension is testament to the collaborative working relationship all three parties have built over the past few years. We have seen how much value local craft beer has added to the supporter experience not only at Villa Park, but also the CBS Arena and Butts Park Arena.
The agreement between Purity and Aston Villa is all about creating the perfect match day experience for fans and reflects Purity’s belief that the beer offering in stadia should be no different from the discerning pubs, bars and restaurants throughout the country.
Maddock added “We are delighted that both home and away supporters are going to be able to continue to enjoy our beers across the stadium. Football has been for too long about commodity brands and poor match day experiences, at Purity we’re helping to redefine what is expected in a stadium environment.”
Alongside Purity’s specially commissioned 4.2% Pale Ale ‘Purity Pale’ a range of Purity’s draught and packaged award-winning beers (including Purity’s original line of Premium Bottle Ales, Pure UBU, Pure Gold and Mad Goose) will be available across the stadium concourse and hospitality areas.
