Deuchars renews Edinburgh Fringe sponsorship

DUTCH brewer Heineken aims to pick up more drinkers south of the Border after renewing its headline Deuchars sponsorship of the Edinburgh Festival Fringe.
By PETER RANSCOMBE
Published 24th Apr 2013, 01:00 BST
The brand began sponsoring the Fringe in 2010. Picture: ContributedThe brand began sponsoring the Fringe in 2010. Picture: Contributed
The brand began sponsoring the Fringe in 2010. Picture: Contributed

Under the three-year deal, the company – which took over the Caledonian Brewery in Edinburgh when it broke up Scottish & Newcastle in 2008 with Danish peer Carlsberg – will sponsor signs at more than 250 venues, while its India pale ale (IPA) will continue to be “the ale of the Fringe”.

Caley managing director Stephen Crawley, pictured, said: “Having a world event in your home city makes the potential connection kind of obvious. The partnership is a fantastic route to current Caledonian Brewery drinkers and Fringe fans who are new to Deuchars IPA, especially those from south of the Border.”

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The Caley brewery opened in 1861 and launched Deuchars IPA in 1991. The brand began sponsoring the Fringe in 2010.

Virgin Money became the Fringe’s other headline sponsor in 2011, including support for the fireworks.

Related topics:NewcastleEdinburghIndia