Wainwright Signs For Lancashire Cricket Club
07/12/2009
Leading Lancashire Brewer, Daniel Thwaites, has signed a new three year deal with Lancashire County Cricket Club, which will see its flagship 'Wainwright' beer brand adorn the county’s playing shirts across all competitions from next season.
The six figure investment will see the brand gain national visibility for the first time, targeted at a key demographic for cask and premium bottled beer. It also comes hot on the heels of Freddie Flintoff’s announcement that will see him play for his county in the one day games next season, including the popular Twenty 20 competition.
Sue Allen, Commercial Director at Daniel Thwaites said: “We know the sponsorship has paid dividends for us in previous years and now with Freddie committed to play and the coverage he gets, the national exposure for our Wainwright brand can only increase. This is a great platform for us.”
Commenting on the deal itself, she added “They say cricket is all about partnerships, and we are delighted to be renewing our sponsorship and continuing our support of the county team, which now stretches back to 1995. On top of this new investment in the brand we have some very exciting plans for Wainwright in 2010. It’s our flagship beer, we plan to support it and we hope it will help Lancashire “walk” the title next season!”
Geoff Durbin LCCC Commercial Director comments: “Our commercial relationship with Daniel Thwaites is one of the strongest in North West sport, which is evident by this new three-year agreement. The exclusive beer pouring rights will run concurrently with the club sponsorship, so our many customers can continue to enjoy Wainwright and all of Daniel Thwaites other popular beers until the end of 2012.”
Wainwright was originally brewed as a seasonal beer in celebration of its Bi-centenary in 2007, to honour one of its famous Blackburn sons. The 4.1%, straw-coloured beer proved so popular that it quickly became part of the permanent range of ales available in bottle and as a hand pulled beer in pubs and bars. With refreshing fruit flavours and a hint of sweetness, this exquisite golden ale has become universally popular with men and women alike and is intrinsically linked with the outdoor lifestyle and walks - from relaxing strolls to mountain hikes - it’s certainly a beer worth walking for!