Bath Ales and Bath Racecourse have signed a three-year sponsorship deal which will make the brewery, pub and restaurant group headline sponsor of the racecourse’s annual beer festival while its beer will be official guest ale of the course.
Bath Ales, based between Bath and Bristol at Warmley and best known for its flagship Gem bitter, has featured at the Lansdown course over the past 12 years and has been an integral part of the beer festival, which attracts thousands of race goers and real ale lovers.
But racecourse executive director Jo Hall said signing up the business as a sponsor was a sign that the racecourse is becoming a major marketing vehicle for blue-chip companies.
“Attracting a strong local brand to the racecourse ahead of the new season is great news and proves we are bringing in the right demographic of customer and have an attractive proposition,” she said.
“We have consciously invested time in approaching good quality and recognisable West Country brands to be our key long term partners and Bath Ales is an excellent fit for us.”
Bath Ales sales director Mark Harding said: “Bath Racecourse is a fun venue that hosts a number of events that we all enjoy being part of. As well as the racing, they are clearly very passionate about representing local food and drink at the course and that matches our own philosophy and brand values.
“The annual beer festival has really taken off and is growing year on year, and we look forward to a close relationship with the racecourse over the coming years.”
Set up in 1995, Bath Ales now operates 11 pubs, bars and restaurants including The Hop Pole and The Salamander in Bath as well as the Graze restaurant next to Bath Spa railway station.
Its range of beers includes Barnsey, Dark Side, Wild Hare, Special Pale Ale and Ginger Hare as well as its flagship Gem bitter.
Bath Racecourse’s racing season starts on April 17 and runs to the end of October. The annual beer festival takes place on Friday June 5.
Pictured: Suzanne Hurley of Bath Racecourse and Mark Harding of Bath Ales
