Hard seltzers at O2 as Budweiser extend partnership
Budweiser Brewing Group UK&I has signed an extension to its partnership with the O2 Arena to continue being its official beer partner.
The deal was brokered by the 20,000-capacity venue’s owners AEG Global Partnerships and will come into effect from January 1.
The contract will also see the introduction of Bud Light Hard Seltzer and Mike’s Hard Seltzer, which will be the official hard seltzers of the arena.
Budweiser Brewing Group was a founding partner when The O2 arena opened in 2007.
It has beers available exclusively across the venue and sold at several branded bars.
From January 1, Corona draught will also be sold for the first time in the arena, alongside the introduction of beer being served at the venue’s roof walk attraction, Up at The O2.
Budweiser Brewing Group on-trade sales director, Jean-David Thumelaire, said: “When we build partnerships, we build them for the long term. We’ve stood shoulder to shoulder with our customer pubs and bars throughout what has been an incredibly challenging period.
“The extension of our partnership with AEG, and the iconic The O2 arena, further demonstrates our commitment to supporting the recovery of our live event partners.”