Molson Coors Beverage Company has been announced as the official sponsor and exclusive pouring rights partner for Uber One presents All Points East, in a new five-year agreement aimed at elevating the festival experience.
As a result of the new partnership with Molson Coors, Madrí Excepcional, the third-biggest lager brand by value in the on-trade[1], will headline the festival’s drinks lineup. Music lovers will also be able to enjoy a broad range of lagers, ales and ciders from other leading Molson Coors brands, including Sharp’s Doom Bar and Atlantic Pale Ale, Aspall Cyder, Rekorderlig and Cobra Zero, which will all be available at bars across the festival site.
lUber One presents All Points East returns to Victoria Park welcoming headliners Kaytranada, Loyle Carner, Mitski, LCD Soundsystem, APE presents Field Day and The Postal Service & Death Cab For Cutie. Between the weekends, In The Neighbourhood will return this summer for four days of activities and free entry in Victoria Park (19 – 22 Aug). Visit www.allpointseastfestival.com.
A unique Madrí Excepcional interactive mural will feature at the festival, created with Madrid-based illustrator Gus Morais, taking inspiration from over 600 Madrid locals, which showcases the soul of Madrid and gives festival-goers an opportunity to win a host of prizes. The mural will arrive at the festival following a tour of the UK this summer where it has been bringing foodie fiestas to cities across the UK.
The partnership with All Points East follows on from Molson Coors becoming the exclusive pouring rights partner of AEG’s Ovo Hydro Arena in Glasgow earlier this year, creating even more memorable musical experiences.
Jim Black, National Partnerships Manager at Molson Coors Beverage Company, said: “All Points East festival is an event that truly embodies the spirit of community and celebration. This partnership allows us to connect with music lovers and enhance their festival experience with a range of drinks that will appeal to a diverse range of tastes.
“Alongside providing exceptional experiences, we also share AEG’s commitment to sustainability, making this a natural fit. We will be supporting their efforts to reduce waste by reducing single-use plastic, and utilising products like eco-friendly biodegradable PLA lined cups throughout the festival.”
All of Molson Coors beers and ciders produced in the UK are made using 100% renewable electricity through a Power Purchase Agreement with RWE.
Carla Morini, Senior Director for Partnership Sales at AEG Presents, commented on the new partnership saying: “It is a pleasure to announce our partnership with Molson Coors as the official pouring partner for this year’s All Points East festival.
“This collaboration underscores our commitment to enhancing the festival experience for our attendees, ensuring that they enjoy a diverse selection of quality beverages while they immerse themselves in incredible live performances. Together, we look forward to creating unforgettable memories for music lovers in a vibrant, inclusive atmosphere that boasts a low carbon footprint.”
