Bringing the Cornish beaches to Burton

Thursday 20 Oct 2016
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The beaches of Cornwall and the atmosphere of a Premier League match were brought to life at St. George’s Park as part of an event created for brewer, Molson Coors.

Future plans for the brewer’s best known beers including Carling, Doom Bar, Coors Light and Staropramen were unveiled to sales staff and key customers from across the country, over the four-day event, from 5 to 8 September, at St. George’s Park.

Staff at Molson Coors hearing about the company's Doom Bar brand

The national football centre’s ballroom was transformed into a Cornwall beach scene, complete with sand, umbrellas and beach bars to reflect the brewer’s Cornish favourite Doom Bar’s plans for next year.

Meanwhile St. George’s Park’s sports training facility was turned into a miniature football stadium, with bars serving pints of Carling and spectator seats for fans to hear more about plans for the beer brand’s rekindled relationship with the Premier League.

Alpesh Mistry, UK Customer Marketing Director at Molson Coors, said: “As two big businesses in the Burton region, Molson Coors and St. George’s Park are natural partners.

St. George’s Park is also synonymous with the England football team, so to show how Carling’s Premier League partnership will be brought to life next year, at this iconic venue, was very fitting.

“The sheer size and versatility of St. George’s Park meant we could deliver truly immersive and unique experiences such as the Carling football stadium and the Doom Bar beach. We also had the space to present our premium portfolio to our teams all in the same space, at the same time, which is something we just couldn’t do at other venues.”

Almost 500 people attended the event across the four days at the park, which is close to the Molson Coors brewery and headquarters in Burton-Upon-Trent.

Julie Harrington, FA Group Operations Director - Wembley and St. George’s Park, said: “St. George’s Park is a vast and flexible venue with an expert team dedicated to creating truly unique experiences for our event organisers. Being able to transform the ballroom into a truly Cornish beach was an exciting challenge. It’s testament to the team here that we are able to deliver such incredible experiences and handle multiple, complex events across the park at the same time.”

By FA Staff St. George's Park