BOXPARK, the award-winning food and events venue operator, has signed a renewed five-year agreement with Molson Coors Beverage Company as its exclusive pouring partner for beer and cider at its existing London venues and new sites launching in 2024.
With a partnership history of 7 years, the new deal with Molson Coors will include pouring rights at all BOXPARK bars in Shoreditch, Croydon and Wembley, as well as future sites as part of the Group’s roll-out strategy, starting with BOXPARK Liverpool in Spring 2024.
The partnership will give visitors the opportunity to enjoy some of the nation’s favourite beer and cider brands at BOXPARK bars, including Coors, Madrí Excepcional, Sharp’s Doom Bar, Sharp’s Atlantic Pale Ale, Carling, Aspall Cyder, Staropramen, Pravha and Rekorderlig.
Building on the past success of BOXPARK’s diverse events programme, the agreement will cement the marketing partnership between BOXPARK and Molson Coors, as it continues to amplify key events and cultural moments such as drink-based product launches, Oktoberfest, big sporting tournaments, and Black Card Sessions; intimate gigs exclusively for loyal Black Card members of BOXPARK.
The new agreement ensures that the partnership grows alongside the expansion of the BOXPARK estate across both the BOXPARK brand and the new, sibling food and beverage concept, BOXHALL which is due to be launched in Bristol and Liverpool Street later next year. BOXHALL will see an increased focus on product and experience, featuring large Staropramen Tank Fresh beer alongside a premium range of beer and ciders.
Ben McLaughlin, COO at BOXPARK said: “We pride ourselves on building authentic partnerships that work for both businesses rather than sponsorships; and the team at Molson Coors has been aligned on this right from the start. We are excited to reveal our plans together in the coming months as we announce both new sites and new events and exciting activations featuring the great portfolio on offer. The launch of Madri Excepcional last year and Carling’s return to top flight sport with its sponsorship of the Emirates FA Cup and Vitality Women’s FA Cup, are just two of the brand highlights that have perfect synergies with our guests and allows us to create fantastic opportunities for them.”
Molson Coors Managing Director for Western Europe Phil Whitehead said: “We are a people-first business and truly believe that BOXPARK embodies that approach with their single vision of creating memorable experiences for their customers Our partnership is a natural fit for both of our businesses. Our growing portfolio offers a variety of options that appeal to the broadening range of consumers visiting BOXPARK as its popularity continues to increase. We’re looking forward to supporting them on the exciting next step of their journey.”
Hannah Norbury, Marketing Director for Western Europe at Molson Coors said: “Our collaboration with BOXPARK over the years has created some fantastic cultural moments; most recently bringing Madrí Excepcional’s ‘El Alma de Madrid’ campaign alive for an exclusive pop-up at BOXPARK Shoreditch, as well as launching the new Sharp’s Solar Wave Hazy IPA with a series of tasting masterclasses. And brands like Carling, steeped in footballing heritage, are the perfect accompaniment to big fixtures at BOXPARK’s famous fanpark.”
Notes to Editors
For further press information or images about BOXPARK, please contact The Fitting Room: boxpark@tfr.agency.
About BOXPARK
BOXPARK was founded in 2011 and has evolved from being the world’s first pop-up mall to one of London’s most high-profile branded dining, leisure and retail developments with three sites in Shoreditch, Croydon and Wembley.
LDC backed the business in 2021 to support the management team’s national expansion plans to launch new sites in London and in major regional cities. In addition to its existing three London locations, BOXPARK is launching its first development outside of the capital in Liverpool in Spring 2024 with another site planned to open in Birmingham in 2025. The group is also rolling out its sibling brand BOXHALL, a high-end food and beverage concept, with the debut site heading to Liverpool Street, London in 2024.
About Molson Coors
For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.
Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.
Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors.
For further press information or images about BOXPARK, please contact The Fitting Room: boxpark@tfr.agency.
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