A micro-brewery has scored a huge coup by teaming up with a football league club to open up a bar at its stadium.
Salt Beer Factory, based in Saltaire, has opened a bar inside League One side Barnsley’s Oakwell Stadium.
The deal sees the opening of the eye-catching bar in one of the South Yorkshire side’s stands at their home. Salt’s bar is in the sixth-placed club’s CK Beckett South Stand. The Saltaire firm’s beers are also available on draught in Rimmington’s, a bar in Oakwell’s East Stand.
The red bar features slogans; ‘Fancy a Crafty One? Sup on a new match ritual this season’. It also includes both the Salt Beer Factory and Barnsley FC logos and pictures of pints of the brewery’s Loom Pale and Jute drinks.
Rich Nelson, Salt Beer Factory’s head of on-trade sales, said: “We’re delighted to be working with Barnsley FC.
“Offering their fans a new drinking experience with independent craft beer before every game.
“We look forward to cheering on the ‘Tyke’s’ for their promotion push this season.”
SALT joins the lineup at Barnsley FC!⚽️💥
— SALT (@SaltBeerFactory) February 13, 2023
We’re pleased to announce our brand new bar situated in the heart of the Oakwell Stadium, home of the Tykes and Barnsley F.C.
Read more on our brand new blog post - https://t.co/vgR49SpgcA pic.twitter.com/6FfydXmiCJ
In a blog post advertising the tie-in with the football club, Salt Beer Factory write: “This partnership allows us to bring a new pre-match ritual to all fans, whether they’re looking for something tropical and juicy, or crisp and refreshing.
“Our new bar provides a new way of drinking and allows us to place our brand in front of people who might not have opted for something ‘crafty’ in the past.
“Here at SALT, our mission is to make our craft much more accessible for everyone during 2023. So our new venture at Oakwell Stadium allows us to do exactly that.”
The deal with Barnsley continues a strong couple of years in particular for Salt Beer Factory, which opened its £1.7 million micro-brewery opened up in Saltaire in October 2018.
Head brewer Colin Stronge celebrated after being named brewer of the year at The Brewers Journal’s Brewers Choice Awards in December 2022.
This follows the launch of the firm’s ‘The Final Straw' which is stocked in 500 branches of Tesco.
Salt teamed up with the world’s first plastic-offsetting service and ocean clean-up organisation – Seven Clean Seas to launch the hazy craft pale ale.
The micro-brewery has already won a series of accolades having previously won at the World Beer Awards, where it scooped UK gold medal in the Black IPA class for ‘Answer is None’ and UK bronze in the American IPAs for ‘Alpaca DDH IPA’.
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