Brewdog collaborates with Marylebone Cricket Club (MCC) to become the official craft beer brand for Lord’s Cricket Ground. This partnership signifies a strategic move to enhance the visitor experience and integrate sustainability efforts.
- The partnership begins in January and will span four years, offering a range of British craft beers, including non-alcoholic options.
- Brewdog aims to enrich matchday experiences with branded events and fan hubs in London, aligning with MCC’s sustainability goals.
- This alliance replaces Carlsberg Marston, the previous official beer partner of Lord’s since 2008.
- Brewdog’s CEO views this as a significant achievement amid the company’s financial challenges, including increased pre-tax losses.
Brewdog has joined forces with the Marylebone Cricket Club to become the official craft beer brand at the iconic Lord’s Cricket Ground. The collaboration begins in January, lasting four years, and supports the visitor experience with a selection of British craft beers, including low and no-alcohol choices.
This partnership is designed to contribute positively to the visitor’s matchday experience. Brewdog plans to host branded events such as pre-Test match breakfasts and establish fan hubs throughout London, thus expanding their influence and fan engagement beyond brewery doors.
Central to this partnership is a shared commitment to sustainability. Brewdog’s ‘Beer For Your Grandchildren’ initiative aligns seamlessly with MCC’s environmental goals, ensuring that the beer served is part of sustainable operations at Lord’s.
Replacing Carlsberg Marston, Brewdog steps into the role of Lord’s official beer supplier. Carlsberg Marston had held this position since 2008, marking a significant change at this esteemed venue.
James Arrow, CEO of Brewdog, highlights the importance of this partnership for the brand. Despite recent financial challenges—doubling pre-tax losses to £59.2 million, Brewdog opted for strategic growth, citing a 2% rise in grocery division sales in early 2024.
This partnership between Brewdog and MCC at Lord’s blends tradition with modern sustainability and strategic growth.
