New Foster's Radler To Sponsor Brighton Marathon

15th March 2013

The Grounded Events Company, organisers of the Brighton Marathon, have sealed an exciting new sponsorship agreement with HEINEKEN, the UK’s leading cider and beer company, that will install Foster’s Radler as a main sponsor and the official beer of the 2013 race.

A 2% ABV Foster’s lager cut with lemon juice, Foster’s Radler is being launched in pubs, clubs, supermarkets and off licences from this month (March) and the sponsorship of the Brighton Marathon on April 14 is part of HEINEKEN’S UK-wide plans to create excitement and interest around the brand.

Every entrant who crosses the Madeira Drive finishing line will be given a chance to sample Foster’s Radler and the new product will be available to race spectators and supporters in the Foster’s bar at the Brighton Marathon Beach Village.

Radler is the German word for ‘cyclist’ and the origin of Radler beers can be traced back to the 1920s when a beer and lemon juice mixed drink was first served to cyclists stopping for a rest in the Austrian Alps.

Gayle Harrison, Brand Director-Foster’s at HEINEKEN, said: “Radler –style beers now enjoy significant success in several European countries and Foster’s Radler has been launched to meet a growing consumer demand for a lighter, more refreshing beer sought on moderate drinking occasions. Our new partnership with the Brighton Marathon will give us the chance to showcase Foster’s Radler as an exciting new beer product that delivers maximum taste and refreshment through lower alcohol content.”

“Marathon finishers deserve to celebrate their achievements in moderation and we’re delighted that Foster’s have chosen our event to showcase their refreshing new beer, Foster’s Radler,” said Brighton Marathon co-founder Tom Naylor.

“Foster’ is supporting our Beach Village which will allow every runner to soak up the atmosphere at the finish with their friends and family along with 10,000 rivals.”