AS almost two million locals and tourists descend on the capital for the world’s biggest arts festival, Deuchars IPA, is aiming to double sales, as one of the main sponsors for the third year running.
Deuchars will be available – either cask or bottled – in the majority of Edinburgh’s pubs and venues at the Fringe Festival, which is set to attract millions of sightseers from all corners of the globe.
In addition to having a strong presence in the capital through branded signage in over 250 venues, there will also be a number of billboards and bus shelters with the message, ‘Long Day at the Fringe?’, encouraging festival goers to reward themselves with a pint of Deuchars IPA.
Stephen Crawley, at Caledonian, which brews Deuchars IPA, said:
“The Fringe is a brilliant way for us to promote Deuchars IPA, our flagship beer, to residents and visitors alike at the world’s biggest arts festival. Our aim is to have as many people as physically possible sampling and enjoying our ale.
“Like the Fringe, Deuchars IPA is known for its Edinburgh roots. It’s brewed only in Edinburgh’s Caledonian Brewery and we believe reflects the best of the capital’s combination of historic tradition with modernity.
“Around 50 per cent of the Fringe’s audience comes from outside Scotland (the majority of these, from England) so it’s brilliant to be able to showcase Deuchars IPA to this new audience, with a hope of them leaving Edinburgh with happy memories of the Festival and even happier memories of enjoying a pint of our finest ale!
“We’re delighted to be associated with the Fringe once again and look forward to tourists discovering Deuchars IPA and locals enjoying their favourite local ale at such a fantastic event.”
Deuchars IPA has excited the industry and fuelled the Scottish ale renaissance. Its combination of taste and refreshment is delicious and slightly citrus, without being too bitter.
Brewed by hand in Caledonian Brewery’s original Victorian brewhouse, the malt infusion and hop flowers are combined in Britain’s last remaining direct-fired open coppers, resulting in a beautifully, balanced flavour.
As part of the association, this year, Deuchars IPA is running a new competition that offers beer lovers the chance to win a free cask (88 pints) of the ale delivered to their local pub (see www.caledonianbeer.com).
Thousands of postcards will be distributed to bars in Edinburgh asking festival goers to simply share their happy experiences of drinking Deuchars IPA at the Fringe to be in with a chance of winning.
Kath Mainland, chief executive of the Edinburgh Festival Fringe Society, said:
“The Edinburgh Festival Fringe Society exists to support the thousands of performers and help the hundreds of thousands of audience members who visit the city every August, for the world’s greatest cultural event, have an enjoyable festival experience.
“We are incredibly grateful to Deuchars IPA for their continued sponsorship of the Fringe venue boards and maps, which help local residents and visitors alike navigate their way around the more than 250 venues and over 2,500 shows that make up this year’s Fringe.”
In addition, as one of the main Fringe sponsors, Deuchars IPA, has a partnership with The List magazine – one of the key guides to this year’s event. The association aims to maximise festival goers’ time spent in Edinburgh throughout the month of August.
Sheri Friers, sponsorship and promotions manager at The List, said:
“Caledonian Brewery’s support, through Deuchars IPA, of The List Festival Party and the City section in our Edinburgh Festival Guide is a dynamic partnership which aligns with The List brand perfectly.
“People coming to Edinburgh during the Festival want to know where to go and what to do in between shows and The List and Deuchars IPA go to great lengths to make sure your time in Edinburgh is well spent.
“Deuchars IPA has become synonymous with Edinburgh and the ultimate Festival experience and we are very grateful of their support.”
Issued on behalf of Deuchars IPA by threebrand.
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Notes to editor:
- Deuchars IPA (India Pale Ale) was first brewed in 1991 by Caledonian Brewery on Slateford Road, which was built in 1869, when Edinburgh was one of the foremost brewing centres in the world. This was due to the abundant supply of barley and mineral rich water from Edinburgh’s ‘Charmed Circle’ of brewery wells.
- Caledonian Brewery is the only survivor of over 40 breweries that operated in Edinburgh during the 19th century (although a number of independent breweries have opened in the surrounding area in recent years).
- Deuchars IPA is a fantastic combination of taste and refreshment – delicious and slightly fruity without being too bitter
- Winner of multi awards, Deuchars IPA was named CAMRA’s Supreme Champion Beer of Britain in 2002 and Best Cask Ale at the Brewing Industry International Awards in 2005.
- Caledonian Brewery’s nominated charity is Royal Blind.
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