Budweiser Brewing Group named official beer supplier of Watford FC

Budweiser Brewing Group UK&I has signed a new multi-year agreement with Premier League side Watford FC to become the official beer supplier.

Budweiser, Camden Hells and Camden Pale Ale will headline the wide range of available drinks at Vicarage Road Stadium this season, alongside a range of other Budweiser Brewing Group beers and ciders.

The brewer has also allowed the club’s relationship with local ale supplier Tring Brewery to continue.

“We’re delighted to have Budweiser Brewing Group coming on board with us,” said Hornets’ Commercial Director Paul O’Brien. “It’s a fantastic combination to have these iconic brands joining our draught options, alongside our cask favourites from just down the road.”

He added: “I’d like to thank Budweiser Brewing Group for agreeing to work with the club’s long-time ale provider Tring Brewery – allowing this iconic local favourite to continue here at The Vic.”

As part of the new arrangements, Budweiser Brewing Group is set to open the newly-created Hornets’ Nest supporters bar (Vicarage Road Stand), and the cherished VBar will also benefit from a makeover. New serving stations will be also be created in the Sir Elton John Stand – which will offer a fast pour service for the brewer’s draught beers.

JD Thumelaire, on-trade sales director at Budweiser Brewing Group, said: “Our brands have had a long association with football, so we’re delighted to be partnering with Watford FC. After a year like no other, we know people are eager to come back to their beloved Vicarage Road, and we are excited to be playing a lead role in enhancing the Premier League match-day experience at the stadium with our portfolio of premium beers.”

The Premier League season kicks off at Vicarage Road with the visit of Aston Villa tomorrow (14 August).