Scottish-born beer brand Kestrel beer has agreed a new Supply Agreement with Santa Pod Raceway, the best loved drag racing venue in Europe. Kestrel Beer has previously committed to being the left-lane sponsor at the track, one of the most prestigious sponsorship packages available.
In addition to the sponsorship, Kestrel has won the right to supply, surpassing numerous multinational brewers in the process. The new deal will see two Kestrel draught beers being poured on site, which will allow some of the 400,000 annual visitors to experience the crafted lager first-hand. Kestrel Premium 5% abv lager and Kestrel Premium 4% abv lager will be poured from April 2022.
In addition to Kestrel beer, three new draught brands will be launched at the site, as part of the supply agreement These include Lionheart, an artisan ale, at 4% abv, Switchback Session IPA, an American-inspired craft offering at 4.2% abv and Apple Yard, a premium English cider at 4.5% abv, expertly crafted, using British apples and oak vats for conditioning. The Kestrel lager range will also be available across the sites various bars as a packaged option.
“The partnership with Santa Pod is a strategic move that supports our UK and Worldwide marketing objectives," explained Nigel McNally, MD of The Kestrel Brewing Co. "We have been achieving strong growth in UK off-trade and export markets, and the international reach of Santa Pod will assist us in driving this forward. The venue is local to our Bedfordshire office, the proximity of which enables us to have a close relationship with the Santa Pod team. The dragstrip is an exciting place that echoes the bold values of the Kestrel beer brand. We developed the land-speed record breaking Flying Kestrel car, which will continue to be exhibited at the venue. We are proud that our leading beer brand supports such an iconic venue and that it will be available to a new audience in draught format”.
Caroline Holden, Commercial Manager at Santa Pod added: “We are delighted that Kestrel Beer have renewed the sponsorship of the left-hand lane, after having a taster of what we could offer last season. They have previously sampled products on site for customers to trial, so bringing the pouring rights inline with the sponsorship made sense and takes the partnership to the next level. Having the Flying Kestrel Car present at events also bolsters the brand awareness, whilst at the same being a great attraction for our spectators.”
The draught range will be rolled out across other selected on-trade venues in the region as part of the brand’s strategy to increase visibility and trial with a younger consumer demographic. The products will be available from Sky Wines Limited, based in Rugby. The brand will be supported by a marketing campaign that includes print and digital advertising, as well as retail and consumer promotional activity.
