BrewDog to launch craft beer bar at Lord’s Cricket Ground  

BrewDog is set to launch a craft beer bar within Lord’s Cricket Ground in 2025 to mark the Scottish brewer’s newly-announced partnership with Marylebone Cricket Club (MCC).

 

The four-year deal will start in January and result in BrewDog supplying over 750,000 pints per annum at the London-based stadium, which has a capacity for 31,000 guests.

 

The comprehensive range of BrewDog beers, including Punk IPA, Lost Lager, Wingman IPA and Black Heart Stout, will be available in over 450 draught taps for 60 days of cricket each year.  

 

BrewDog is taking over from Marston’s, which held the sponsorship and supply partnership with MCC, the owners of Lord’s, since 2008.

 

The beer partnership also marks BrewDog’s first entry into sporting venues in this capacity, which The Caterer understands is a sector the craft brewer is looking to expand in.

 

Speaking at a briefing to press held at Lord’s earlier today, James Arrow, chief executive of BrewDog, said the company is in the process of “building our brand across the on-trade and different venues”.

 

BrewDog’s craft beer bar is expected to be the largest of its kind in UK sport once it opens in time for the new cricket season starting in April next year.

 

The bar is anecdotally called the BrewDog Batter, though the team revealed its official name is yet to be confirmed.

 

BrewDog’s existing bars in London’s Paddington and Waterloo will also offer a dedicated fan zone and a 10% discount for all MCC staff.

 

Arrow added: “This is one of the most monumental achievements we could ever hope for our business. With an ambition to make as many people as passionate about great beer as we are, this partnership with Lord’s enables us to do just that, taking BrewDog to a premium mainstream audience with a full range of beer styles to suit everyone.

 

“I couldn’t be prouder of the team that pulled this together and I look forward to a long and successful relationship with this incredibly iconic venue.”

 

Andy Muggleton, commercial director at MCC, commented: “Partnering with BrewDog is a fantastic step forward for MCC. This collaboration not only brings a new level of quality to our bars at Lord’s but also an enhanced matchday experience, with takeovers and activations at the ground.”

 

BrewDog was founded in a garage in 2007 by Martin Dickie and James Watt, who stepped down as chief executive earlier this year to launch Social Tip.

 

Arrow was named chief executive of BrewDog in May, having joined the business as chief operating officer last year from Boots Opticians.