HEINEKEN Builds on Legacy Of 2012 Olympics With New Ally Pally Partnership

9th January 2013

HEINEKEN, the UK’s leading brewer and cider maker, has been appointed as the official supplier of beer and cider to Alexandra Palace, the iconic North London multi-platform entertainment venue that has this month hosted headline sports events. which include the Ladbroke’s World Darts Championship, the launch of the world Ping Pong championship and Masters Snooker. The venue, which also played host to the Holland Heineken House during the 2012 London Olympics, kicks off its award winning annual live music calendar in March with Suede, who are expected to attract some 10,000 concert goers.

An exclusive three- year agreement will see HEINEKEN supply ‘Ally Pally’, as the venue is colloquially known, with a range of draught and packaged lager, ale and cider including Heineken®, Foster’s, Kronenbourg 1664, Amstel, John Smith’s Extra Smooth, Strongbow and Bulmers in the Bar & Kitchen and throughout the events arenas.

Tim Galligan, Trading Director-South for HEINEKEN said:”We are delighted to secure an agreement that will showcase our beer and cider brands in a world-class setting. The new partnership will allow us to build on the successful collaboration HEINEKEN enjoyed with Alexandra Palace during London 2012 when the venue hosted the Netherlands’ Olympic Committee’s Holland Heineken House and we look forward to forging another dynamic partnership in 2013 and beyond.”

Alexandra Palace Commercial Director, Emma Dagnes said: “We are delighted to extend our relationship with HEINEKEN after hosting such a superb sporting showcase for the brand in 2012. We constantly seek ways to maximise the Alexandra Palace visitor experience and the availability of HEINEKEN’s unrivalled range of brands as part of the catering in our Bar & Kitchen and at client events will help move us another step towards that goal.”