Theakstons links up with Bath Rugby

l Propping up the bar: left to right, Jamie Miller, Duncan Bell, Nick Walshe, Olly Barkley and Steve Borthwick get a taste for Theakstons

September 5, 2006: In yet another beer-sports sponsorship deal Theakstons has become the official cask ale supplier to Bath Rugby. The move is designed to raise the profile of two of the brewery's most popular ales, XB and Best Bitter, within the sporting community.

As part of its sponsorship Theakstons has created a unique real ale bar made from original wooden beer casks by its cooper, Jonathan Manby, to be enjoyed by fans and players alike. The entire bar is Theakstons branded, including wall displays, bar towels, drip mats and glasses.

Available behind the new real ale bar is Best Bitter, the brewer’s flagship brand and XB, Theakstons premium strength beer with a rich, full bodied and fruity taste.

During the bar’s opening week Bath Rugby supporters enjoyed a staggering 1,120 pints of the famous ale, drinking the bar dry.

Executive director Simon Theakston said: “We are delighted to become Bath Rugby's official cask ale sponsor and to launch the new real ale bar, created by our own cooper, Jonathan Manby.

"This is the first time we have undertaken a sponsorship on this level and we think it is the perfect pairing of beer and sport, between one of the country's oldest brewers and one of the country's most respected rugby clubs.

“The sponsorship is part of a wider drive by Theakstons to raise its profile within the sporting community. There are 16.2 million rugby union fans in the UK and there is a strong cross over between the profile of the Bath rugby fan and that of the typical Theakstons drinker.

"Cask ale drinkers are fiercely loyal to the brands they choose and the supporters at Bath Rugby share the same values.”

Between them, the two famous names share more than 320 years of history. Theakstons was established in Masham, North Yorkshire in 1827 and is one of the country’s oldest and most highly regarded traditional ale brewers. Its history is a perfect complement to that of Bath Rugby Club which, founded in 1865, is one of the oldest clubs in existence.

Following the Rugby World Cup in 2003, rugby is now the second most popular British sport and has become the fastest growing spectator sport in the UK. Attendances for Bath Rugby have grown by 75% in the last five years.

Tim Davies, commercial director at Bath Rugby Club, said: “We can already see that the Theakstons range is going to be a huge seller here at the clubhouse, and the response to the new bar and ales from our supporters has been unprecedented.

“Theakstons truly is a perfect pairing with Bath Rugby. Bath Rugby has experienced great success over the years and we are fortunate to have some of the most loyal and committed supporters. The new Theakstons Bar in our clubhouse is going to be a huge hit and will, I’m sure, increase both our sales and supporter satisfaction.”

Operating independently since the Theakston family regained control of the company in 2003, Theakstons has embarked on a whole series of actions designed to put the famous range of ales back at the forefront of the British traditional ale scene.

There are five permanent brands in the Theakston range and each one is brewed to an individual recipe. Old Peculier and XB are available in cask and bottle. Also available are Best Bitter, Mild and Black Bull Bitter along with a range of seasonal ales designed to provide variety and choice.