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Edinburgh Festival

Deuchars IPA toasts three-year Fringe partnership


By Gillian West, Social media manager

April 23, 2013 | 2 min read

Deuchars IPA has announced a three-year renewal of its partnership with the Edinburgh Fringe Festival.

“We’re really pleased to announce a further three year deal with the Fringe. We have been major supporters of the event since 2010. Having a world event in your home city makes the potential connection kind of obvious! We really value our associations with Edinburgh and both organisations are proud of their blend of history and modernity,” commented Stephen Crawley, managing director of Caledonian Brewery.

The Caledonian Brewery brand will once again be ‘the ale of the Fringe’ and will be available in cask in some Edinburgh pubs and venues during the 2013-2015 events. This year sees both on and offline campaigns running in a bid to attract both locals and tourists. Deuchars IPS branded signage will also be visible in some 250 venues during the arts festival in August.

Crawley added: “The partnership is a fantastic route to current Caledonian Brewery drinkers and Fringe fans who are new to Deuchars IPA, especially those from south of the border. Our aim is to do our bit to ensure visitors and locals have fond Festival memories by sampling at least a glass of our flagship ale. Over the next three years we look forward to more tourists discovering and more locals enjoying a Deuchars IPA or two, whilst discussing the merits of the shows, which combined, make the Fringe such a brilliant event.”

Of the renewal, chief executive of the Edinburgh Festival Fringe Society, Kath M Mainland, said: “We are proud to continue our partnership with Deuchars IPA and are incredibly grateful for their continued sponsorship of the Fringe venue boards and maps, which help residents and visitors navigate their way around the city, making their experience of the festival even more enjoyable.”

In addition, as one of the main Fringe sponsors, this year Deuchars IPA has partnered with one of the key guides to the festival The List magazine in order to maximise festival-goers’ time spent in Edinburgh throughout the month of August.

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