UK: Heineken secures deal with Welsh Rugby Union

By | 21 March 2012

Heineken has signed a four-year deal with the Welsh Rugby Union

Heineken has signed a four-year deal with the Welsh Rugby Union

Heineken has been confirmed as the official lager and cider partner to the Welsh Rugby Union, taking effect from June. 

The four-year deal means Heineken, Foster's and Strongbow will be served in Cardiff's Millenium Stadium. The brands will sit alongside Welsh brewer Brains' namesake beer brand, which will continue as the official ale of the WRU until 2016, with its SA brand also available at the stadium. 

Lawson Mountstevens, managing director, UK on-trade at Heineken, said: “Heineken and Foster’s are both showing strong growth in Wales and the new agreement signals our commitment to maintaining this brand momentum to drive sales still further in the country.”

Heineken already has string ties with rugby union: It sponsors the Heineken Cup club rugby competition in Europe and is also a headline sponsor of the Rugby World Cup international tournament.

Expert analysis

Heineken UK Limited: Company Profile and SWOT Analysis

Synopsis Canadean's "Heineken UK Limited: Company Profile and SWOT Analysis" contains in depth information and data about the company and its operations. The profile contains a company overview, business description, SWOT analysis, key facts, information on products and services, details of locations and subsidiaries, plus information on key news events affecting the company. Summary Canadean's "Heineken UK Limited: Company Profile and SWOT Analysis" is a crucial resource resource for industry executives and anyone looking to access key information about Heineken UK Limited Canadean's "Heineken UK Limited: Company Profile and SWOT Analysis" report utilizes a wide range of primary and secondary sources, which are analyzed and presented in a consistent and easily accessible format. Canadean strictly follows a standardized research methodology to ensure high levels of data quality and these characteristics guarantee a unique report. Scope • Examines and identifies key information and issues about "Heineken UK Limited " for business intelligence requirements • Studies and presents the company's strengths, weaknesses, opportunities (growth potential) and threats (competition). Strategic and operational business information is objectively reported. • The profile also contains information on business operations, company history, major products and services, prospects, key employees, locations and subsidiaries. Reasons To Buy • Quickly enhance your understanding of "Heineken UK Limited" • Gain insight into the marketplace and a better understanding of internal and external factors which could impact the industry. • Increase business/sales activities by understanding your competitors’ businesses better. • Recognize potential partnerships and suppliers. Key Highlights Heineken UK (Heineken) is premium beer and cider manufacturer and distributor based in the UK. It was established in 2008 when Heineken N.V. acquired the UK business of Scottish & Newcastle PLC. The compan

Sectors: Beer & cider

Companies: Heineken, Foster’s

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