Brewer and pub operator Bath Ales has renewed its two-year-old partnership with Bath Rugby ahead of the new season kicking off tomorrow.
The extended agreement includes renaming the refurbished West Stand at The Rec as the Gem Stand after the brewery’s flagship bitter.
Bath Ales’ profile around the ground has also been increased with more branding surrounding the pitch and also on the players’ home and away kit.
The newly renamed Gem Stand has been refurbished with around new 1,000 seats, increasing The Rec’s capacity to 14,500.
Under the extended two-year agreement, Gem will remain the official ale of Bath Rugby. More than 26,000 pints of award-winning Gem will be delivered to The Rec tomorrow for fans to toast the first game of the 2016/17 season against Newcastle Falcons.
Bath Ales head of marketing Karin Ashwell said: “We have enjoyed working with Bath Rugby immensely over the past two years and are so pleased to continue and grow the partnership with the club.
“Bath Rugby, like Bath Ales, is a key part of the local community, a genuine, hardworking and dedicated team – a natural fit for us.
“We’re putting our full support and commitment behind Bath Rugby and we hope for a very successful season ahead for this talented side.”
Bath Rugby managing director Tarquin McDonald added: “We have established a very successful and enjoyable partnership with Bath Ales, so we are delighted to have extended the agreement.
“We are very appreciative of the support they have given the club to date, and look forward to a further two years of working together.”
Bath Ales, based between Bath and Bristol at Warmley, was acquired by Cornish brewer St Austell Brewery on July 1 for an undisclosed sum. St Austell, best known for its Tribute Cornish Pale Ale, Proper Job IPA and Korev lager, has committed to long-term significant investment in the Bath Ales brands, its portfolio of beer brands and its 11-strong pub estate.
St Austell’s Tribute, the brewery’s flagship ale, is closely linked to grass-roots rugby across the South West and the brewery supports 14 leagues across Somerset, Devon and Cornwall and many local teams through individual pub sponsorships. The company is also the main shirt sponsor of Cornwall County Rugby and sponsors the prestigious Cornwall Cup.
Bath Ales’ Bath outlets include The Hop Pole and The Salamander pubs while its Graze bar and restaurant next to Bath Spa railway station also features a microbrewery.
Its core range of beers includes Gem, Barnsey, Dark Side, Wild Hare, Special Pale Ale and Ginger Hare.
Pictured, from left: Bath Rugby business development director Matt Powell with Justine Daws, Sarah Mann and Karin Ashwell of Bath Ales
