Bath Ales has extended its partnership with Bath Rugby for a further two seasons in a move that means its flagship ale Gem will also continue as the club’s official beer.
The brewer, which owns city pubs The Swan, The Griffin, The Hop Pole and The Salamander as well as Graze Bar, has been one of the Premiership club’s sponsors since 2014.
Under the new agreement, Gem branding will continue at The Rec, including the Swift Half bar and the West Stand, which was renamed the Gem Stand in 2016.
As well as supplying Gem on cask and keg to The Rec, other beers in Bath Ales’ portfolio will be available to fans during matches, along with those of its parent group St Austell Brewery.
In 2018 more than 145,000 pints of Bath Ales’ beer were sold at Bath Rugby’s home matches, including Gem, Sulis – its first lager – Dark Side stout and Prophecy New World Pale Ale.
Bath Rugby chief operating officer Alex Cohen said: “We have established a very successful and longstanding partnership with Bath Ales over the years, which we’re delighted will be continuing into 2023.
“As one of our key local partners, we’re delighted that the brewery will be continuing to play an important part in the match day experience for our supporters, helping us welcome them back to live rugby and making the unique atmosphere of the Rec even more special.”
St Austell Brewery managing director of beer & brands Andrew Turner added: “This is our eighth year working with Bath Rugby and during that time our partnership has gone from strength to strength.
“Not only does the relationship drive great engagement with our beer brands, but it gives us the chance to engage with our local community, right in the very heart of the city.
“We can’t wait to reconnect with Bath Rugby supporters again as soon as we’re able to, and serve them our fresh draught beer, as they make up for lost time and immerse themselves in live sport once again.”
Bath Ales is a long-time sponsor and supporter of professional sport in and around the city.
In 2019 it agreed a three-year sponsorship with Gloucestershire County Cricket Club under which Gem become the club’s official beer. The brewery is also Bath City FC’s official beer supplier.
Bath Ales produces its beers at the Hare Brewery at Warmley, between Bath and Bristol, which, following a multi-million pound investment by St Austell in 2018, can produce more than 50,000 brewers’ barrels of beer a year – the equivalent of just over 14.5m pints.
Cornish brewer St Austell, which acquired Bath Ales in 2016, is best known for its Tribute, Proper Job IPA and Korev lager brands.
