Heineken Zero, the 0.0% alcohol product, is now widely available across the venue and is an important part of the drinks menu at Principality Stadium’s, now permanent, Alcohol Free Zone.
Heineken’s premium lager remains the best-selling beverage across the ground and cider (Strongbow & Bulmers) offerings are also extremely popular with Welsh rugby fans and event goers.
“We are delighted to extend our partnership with Heineken for a further six years,” said WRU Group head of sales and marketing Craig Maxwell.
“The customer experience at Principality Stadium is something that we take extremely seriously and it is vital for us to have the right partners to help support this.
“We are continually adapting our offer to suit the needs and demands of a modern rugby, concert and event audience as shown by our recent adoption of a permanent, 4,200 capacity, Alcohol Free Zone in our North Stand.
“The fact that Heineken has been so supportive of this initiative, providing Heineken Zero to customers in this area and elsewhere, as well as joining and initiating a range of campaigns around sensible drinking, shows what an ideal fit the world renowned brewer is for Principality Stadium.”
The WRU first signed a sponsorship and pourage rights deal for the national stadium with Heineken in 2012, which means the company is now set to become one of Welsh rugby’s longest running partners.
As well as supplying Principality Stadium with a full range of products Heineken will also activate a range of sponsorship rights which will make them a highly visible part of the Welsh rugby family over the next six years.
“Heineken UK are delighted to announce our Beer & Cider pouring and sponsorship partnership with the Welsh Rugby Union and Principality Stadium,” said Glyn Glover Regional Sales Director for Heineken.
“The latest contract will extend the partnership to over 10 years collaborating. During that time, we have delivered together many outstanding events at the Principality Stadium.
“From concerts and boxing to speedway and of course rugby. We look forward to continuing the partnership and to many more unforgettable experiences at the stadium.
“We will continue to work closely together on Heineken UK’s and the WRU’s commitment to responsible drinking. Please look out for Heineken 0.0 throughout the stadium and in the alcohol free areas. Cheers to the future.”
