Leading live events caterer Amadeus has partnered with Westons Cider at its arena venues in Birmingham.
The multi-year deal builds on a longstanding partnership between Westons and Amadeus’ parent company, the NEC Group, with Westons’ Stowford Press becoming the official cider of Utilita Arena Birmingham and Resorts World Arena.
The announcement extends a long-term relationship between Amadeus, the NEC Group and Westons Cider, with this new extension set to mark more than a decade of collaboration.
Bars at both Utilita Arena Birmingham and Resorts World Arena will be rebranded as part of the extension.
Marc Frankl, Food & Beverage Director at Amadeus, said, “We’re delighted to be extending our deal with Westons Cider. Their team share our love of live events catering and bringing people together, so it’s a natural fit to have Stowford Press as the official cider of our two arenas.
“Amadeus prides itself on building long-lasting relationships with its suppliers and we know our customers are going to love the offering at our venues.”
Darryl Hinksman, Head of Business Development at Westons Cider, said: “Here at Westons Cider, we’re delighted to be extending our relationship with the NEC Group.
“We already have a long-standing partnership with the NEC Group that we’re looking forward to continuing to build upon, providing customers with the finest, locally produced ciders in a world class arena setting.”
Westons Cider, established in 1880, is run by the fourth generation of the Weston family, with the company producing Henry Westons Vintage, Old Rosie, Mortimer’s Orchard and Rosie’s Pig ciders, as well as Stowford Press.
Amadeus, as part of the NEC Group, caters for seven million visitors a year at the NEC Group’s five world-class venues and more than 30 venues across the UK including visitor attractions, exhibition venues and conference centres.