Albion are delighted to announce a new major Partnership with local brewery Sadler’s Brewing Co.
Sadler’s Brewing Co. will become a member of the Albion family for the next two seasons after putting pen to paper on a new major partnership with the Club.
Founded in 1861 by Nathaniel Sadler, the brewery began in the heart of the ‘Black Country’ – and is still situated there today.
A huge surge in demand for the Sadler’s Peaky Blinder range fuelled a major expansion in 2015 consisting of a brand new brewery, visitor centre and bar.
After a thrilling period of rapid growth, the company now has its sights set on enhancing its national brand awareness.
Sadler’s Brewing Co. Marketing Director Aster Sadler said: “The Peaky Blinder Lager brand is growing exponentially, and we wanted to partner with a Club that could deliver exposure for the product on a national scale.
“Based in the heart of the Black Country and with a significant reach both in the midlands and nationally, Albion were always going to be a perfect fit for us.
“We’re a family-owned business and we value the importance of bringing people together. We are all incredibly excited to be joining the Albion Family.”
This was a view that was backed by Albion’s Chief Commercial Officer Simon King who said: “Like our Club, Sadler’s has a rich history that began in the late 1800s.
“This is an incredibly important time in their development and we’re delighted that they’ve trusted the Club to play a big part in their journey.
“We’re a Club that’s eternally tied to the ‘Black Country’ and being able to Partner with a major brand in this area will certainly help us to strengthen those roots.”
As part of the agreement, Sadler’s will have extensive branding around The Hawthorns, and the popular Sadler’s Peaky Blinder Lager will be made available on matchdays to supporters.
Fans will also have the opportunity to win signed merchandise, tickets and other prizes throughout the season.