Drinks are on Carlsberg at Villa Park

Article posted by Coliseum, June 21^st, 2024

Image: Villa Park, Arne Müseler, CC BY-SA 3.0 de

Aston Villa has chosen Carlsberg Marston’s Brewing Company (CMBC) as the club’s new Official Lager and Cider Partner.

CMBC will hold the pouring rights at Villa Park, delivering a new, wide range of choices for supporters from its portfolio of brands including Carlsberg Pilsner, Birrificio Angelo Poretti, Somersby Cider, 1664 and Brooklyn Pilsner.

Aston Villa Football Club, commonly referred to as Villa, is a professional football club based in Aston, Birmingham, England (UK). The club competes in the Premier League, the top tier of the English football league system. Founded in 1874, they have played at their home ground, Villa Park, since 1897.

Villa Park is a football stadium in Aston, Birmingham (UK), with a seating capacity of 42,657. It has been the home of the Premier League side Aston Villa since 1897.

The club said the beverages will be served in all concourse and hospitality concessions from the start of the 2024/25 season. CMBC will also support the installation of new bars and facilities across the stadium as part of the wider development of offerings at Villa Park.

Chris Heck, President of Business Operations, said, “We are thrilled to be partnering with a truly iconic brewer that is not only aligned with our vision but will also give supporters more choice than ever before from their first-class, globally recognisable line of products.

“They will be invaluable in the revamp of our kiosk and hospitality provisions as we look to take our fan experience to new heights.”

Carl Middleton, VP On Trade Sales, Carlsberg Marston’s Brewing Company, added, “We are incredibly excited to partner with Aston Villa and bring our exceptional range of lager and cider to fans at Villa Park.

“This collaboration underscores our commitment to enhancing the matchday experience with top-quality drinks and innovative service. We look forward to being a part of the vibrant community at Villa Park and contributing to the exciting developments ahead.”

The partnership with CMBC marks a significant step in improving the matchday experience for Aston Villa fans, providing them with a variety of beverage options and upgraded facilities.

Earlier this year, the club put plans to revamp Villa Park on hold, despite being granted planning permission to redevelop the historic stadium.

The club had unveiled the vision to expand the ground’s capacity by adding an additional 10,000 seats to the 42,640-seat stadium.

The proposals had included the addition of a new two-tiered North Stand and upgrades to the Trinity Stand that could potentially sit an additional 7,500 supporters.

But Chris Heck put plans for the redevelopment on ice. He expressed concerns that the stadium’s capacity would drop to 36,000 during the reconstruction process.

Villa had planned to demolish the North Stand following a Foo Fighters concert at Villa Park next June.

This would have been replaced with a new stand which connecting with the Trinity Road Stand and the Doug Ellis Stand. The club had anticipated spending £100 million on the regeneration project.

Villa have since reached the Champions League after finishing fourth in the Premier League at the end of the 2023/24 season.

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