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Aston Villa Teams Up with Carlsberg Marston’s Brewing Company to Enhance Fan Experience.

Roger Hampel

Aston Villa Carlsberg
Aston Villa Carlsberg

Aston Villa has entered into a promising partnership with Carlsberg Marston’s Brewing Company (CMBC), appointing the esteemed brewer as the club’s new Official Lager and Cider Partner starting from the 2024/25 season. This collaboration signifies a major step towards enhancing the matchday experience at Villa Park, offering fans an enriched array of beverage choices and upgraded facilities.

Expanding Beverage Options at Villa Park Aston Villa Carlsberg

Under the new partnership, CMBC will hold the exclusive pouring rights across the stadium, ensuring that supporters have access to a broad selection of premium beverages. Fans can look forward to enjoying a diverse range of CMBC’s globally recognized brands, including Carlsberg Pilsner, Birrificio Angelo Poretti, Somersby Cider, 1664, and Brooklyn Pilsner. These offerings will be available at all concourse and hospitality concessions throughout Villa Park, catering to varied tastes and preferences.

Infrastructure Enhancements and Elevated Service

In addition to diversifying the beverage options, CMBC will play a crucial role in the installation of new bars and upgrading existing facilities within the stadium. This initiative is part of Aston Villa’s broader strategy to improve the overall aesthetics and functionality of Villa Park, aiming to create a more welcoming and efficient environment for fans.

Chris Heck, President of Business Operations at Aston Villa, expressed enthusiasm about the partnership: “We are thrilled to be partnering with a truly iconic brewer that is not only aligned with our vision but will also give supporters more choice than ever before from their first-class, globally recognisable line of products. They will be invaluable in the revamp of our kiosk and hospitality provisions as we look to take our fan experience to new heights.”

A Commitment to Quality and Community Engagement

Carl Middleton, VP On Trade Sales at Carlsberg Marston’s Brewing Company, highlighted the strategic importance of the partnership, stating, “We are incredibly excited to partner with Aston Villa and bring our exceptional range of lager and cider to fans at Villa Park. This collaboration underscores our commitment to enhancing the matchday experience with top-quality drinks and innovative service. We look forward to being a part of the vibrant community at Villa Park and contributing to the exciting developments ahead.”

The partnership not only focuses on providing high-quality beverages but also emphasizes creating a dynamic and engaging atmosphere for fans, ultimately enhancing their overall experience during games and events at the stadium.

Looking Ahead

The collaboration between Aston Villa and Carlsberg Marston’s Brewing Company is set to transform the beverage landscape at Villa Park, aligning with the club’s commitment to providing a superior fan experience. As the 2024/25 season approaches, both Aston Villa and CMBC are dedicated to implementing these exciting changes, ensuring that Villa Park remains a top destination for both football fans and event-goers alike.


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