Brewdog has entered into a strategic partnership with the Marylebone Cricket Club, becoming the official craft beer brand for Lord’s Cricket Ground. This significant four-year agreement is set to commence in January, aiming to enrich the matchday experience for visitors with a diverse range of British craft beers.
Brewdog’s collaboration with Lord’s Cricket Ground is poised to replace the venue’s former beer supplier, Carlsberg Marston, which had held the position since 2008. The agreement highlights Brewdog’s commitment to enhancing fan engagement through unique events and fan hubs across London, alongside pre-match gatherings at its Paddington and Waterloo locations.
The partnership aligns with the sustainability objectives of the Marylebone Cricket Club. Brewdog is committed to environmentally friendly practices through its ‘Beer For Your Grandchildren’ campaign, ensuring that its offerings at Lord’s adhere to these principles.
James Arrow, CEO of Brewdog, expressed immense pride in this achievement, highlighting the opportunity to introduce their craft beers to a wider, premium audience. “This is one of the most monumental achievements we could ever hope for our business,” he remarked, emphasising the potential for increased passion for great beer among the public.
Despite facing financial challenges, as indicated by a recent doubling of pre-tax losses to £59.2 million, Brewdog has seen a 2% increase in grocery division sales in the first half of 2024. This growth is partly attributed to a 10% rise in UK grocery volumes, suggesting resilience and adaptability within the market.
This partnership between Brewdog and Lord’s Cricket Ground represents a significant milestone, merging the passion for cricket with a commitment to sustainable brewing. It is anticipated to not only elevate the visitor experience but also reinforce the importance of sustainability in modern partnerships.
