Refreshing the parts of the OS other brewers cannot reach

beer2West Ham will receive no share of the lucrative Pourage Rights’ from the  former Olympic Stadium when they move in.  The rental agreement of the former Olympic Stadium published last week reveals that  the stadium owners E20 Stadium LLP “shall be entitled to retain all revenue received from any beverage company, which is exclusively in respect of the Pourage Rights”

According to ITK, @ExWhuemployee it is Dutch brewer, Heineken that are poised to win the pourage rights for the stadium having previously bid for the naming rights only to be outbid by  Indian based company Mahindra.

Heineken, most recently purchased the pourage rights for Rugby World Cup, of which four matches were played at the Olympic Stadium. That deal reportedly cost  them £20 million. The deal reportedly included a clause that meant its lager was not only the sole brand sold in the stadiums hosting the tournament’s matches, but that it was also the only one that can be marketed within 500 metres of those venues.

heineken_1818285cHeineken UK was also the official lager supplier in the London 2012 Olympics  in a deal worth £10m. Heineken and its portfolio of beer and cider brands, including Bulmers, Foster’s and Kronenbourg, will be offered at the sporting venues and within corporate hospitality.

Heineken will most likely copy the model of the recent Rugby World cup by having an army of sellers serving pints on the Stadium island, as well as pop-up bars, to fend off the local competition in Stratford.



About Sean Whetstone

I am Season Ticket Holder in West stand lower at the London Stadium and before that, I used to stand in the Sir Trevor Brooking Lower Row R seat 159 in the Boleyn Ground and in the Eighties I stood on the terraces of the old South Bank. I am a presenter on the West Ham Podcast called MooreThanJustaPodcast.co.uk. A Blogger on WestHamTillIdie.com a member of the West Ham Supporters Advisory Board (SAB), Founder of a Youtube channel called Mr West Ham Football at http://www.youtube.com/MrWestHamFootball, I am also the associate editor here at Claret and Hugh. Life Long singer of bubbles! Come on you Irons! Follow me at @Westhamfootball on twitter

7 comments on “Refreshing the parts of the OS other brewers cannot reach

  1. Any chance of getting any decent beers or will it only be crappy Heineken?

  2. ahah… Bubs, are you the man in this picture? Nah, it’s not a San Miguel, it’s just a miserable Heineken… lol Anyway, when I was at the Boleyn 3 weeks ago, , I was surprised that I couldn’t drink and smoke (cigarettes… lol) during the match… Here in Italy, we are “slightly” less civilized… I remember when a scooter fell down from a stand in San Siro… I wonder how it could break into the stadium… lol 😀

  3. Heineken is like drinking stale vomit. .. cheap ****e beer as usual any lager is vile tbh

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