OVO Hydro announces new ‘pouring partnership’ with Molson Coors

Molson Coors Beverage Company has been announced as the exclusive pouring rights partner of The OVO Hydro in Glasgow.

The new four-year agreement, aimed at elevating fan experiences in ‘Scotland’s home of live entertainment’, will put Pravha, Madrí Excepcional and Aspall Cyder into the OVO Hydro’s taps, and Rekorderlig, Staropramen 0.0 and Rekorderlig Alcohol Free into its fridges.

The OVO Hydro has ambitious targets to build upon its A Greener Arena certification as part of its net zero roadmap, which includes a cup return scheme. Molson Coors is described as an ‘ideal partner’ to support these ambitions, with all its pints brewed using 100% renewable electricity, and its direct carbon emissions reduced by more than 60% since 2016.

Head of Commercial at Scottish Event Campus, Ross Easton, 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.”

On trade sales controller at Molson Coors Beverage Company, Paul Brow, 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.”

Molson Coors sales and operations director for Scotland, Jason Cockburn, 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.”

Senior director at AEG Global Partnerships, Liana Mellotte, 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.”