OVO Hydro celebrates new Pouring Partnership with Molson Coors – DRAM Scotland

The OVO Hydro has announced that Molson Coors Beverage Company as the exclusive pouring rights partner of Scotland’s home of live entertainment who will be hosting talent such as The Killers, Olivia Rodrigo and Stevie Nicks this year.

The new four-year agreement was brokered by AEG Global Partnerships and includes Czech-style Pilsner Pravha, Scotland’s third-biggest lager brand by value,  Madrí Excepcional the fourth-biggest lager brand in draught by sales volume, the number one super premium cider brand Aspall Cyder, and premium flavoured cider brand Rekorderlig. Zero alcohol options include Staropramen 0.0 and Rekorderlig Alcohol Free.

The OVO Hydro has ambitious targets to build upon its A Greener Arena certification as part of its net zero roadmap, including the adoption of a cup return scheme. All Molson Coors’ pints are brewed using 100% renewable electricity, and the brewer has made impressive progress towards its 2025 environment goals, reducing its direct carbon emissions by more than 60% since 2016 – exceeding its global ambition to reduce direct carbon emissions by 50% by 2025.

Ross Easton, Head of Commercial at Scottish Event Campus, said:, “We’re delighted to be partnering with a global-leading beverage company like Molson Coors to offer our customers some of the top trending brands in the beer and cider space.

“With our shared values of sustainability, innovation and community, it is a collaboration we’re confident our customers will embrace.”

Paul Brow, On Trade Sales Controller at Molson Coors Beverage Company, said,  “The partnership with the iconic OVO Hydro venue is a perfect match and we can’t wait to get started. Our diverse portfolio offers a variety of options that appeal to the range of consumers visiting the OVO Hydro as its popularity, capacity and calibre of worldwide artists continues to grow.”

Jason Cockburn, Sales and Operations Director for Scotland at Molson Coors Beverage Company, added,  “We are excited to be partnering with the largest entertainment venue in Scotland and one of the top ten arenas globally.  We are a people-first business, and we see this reflected with OVO Hydro, which creates memorable experiences for its customers from across the world.

“The venue has not only revolutionised Scotland’s live entertainment sector but has done so while taking steps to reduce its environmental impact, a commitment we share at Molson Coors. We’re looking forward to supporting them as they continue their exciting journey.”

Liana Mellotte, Senior Director at AEG Global Partnerships, said, “The fan experience sits at the heart of what we do, and with beverage ranges, including low and no alcohol, playing a central role it is important for us to work with the right partner.

“Molson Coors values and ambitions align with our own, and this new partnership will help to elevate the fan experience, while enabling the brand to unlock lasting relationships with consumers by accompanying the biggest and best nights of their year.”

Picture credit: Jeff Holmes