The company says the new partnership is the latest addition to the brand’s stable of horse racing partnerships and also sees the brewer continue its commitment to promoting responsible drinking, by becoming an ‘Official Responsible Drinking Partner of Aintree’.
The three-day festival began yesterday (April 3) and the new partnership will see the world’s most famous stout “working with Aintree to create engaging on-course experiences and encourage punters to get together and celebrate great days out at the races. The brand will also use the platform to uphold its commitment to responsible drinking by distributing water across the three-day festival”.
Diageo head of sponsorship Western Europe Rory Sheridan, said: “We are proud of our longstanding association with British horse racing and we are delighted to partner with Aintree for the 2014 Grand National Festival. Aintree is recognised as one of the most famous racecourses in the world and the new partnership demonstrates our ambition to deliver engaging experiences for punters whilst pouring great pints of the black stuff and promoting responsible drinking.”