NEC Group serves up new soft drinks partner at venues

18 October 2022 Ross Watson

The NEC Group has announced a multi-year deal with Britvic, making them their official soft drinks partner.

The partnership and supply deal, alongside in-house caterers Amadeus, means Britvic products will be used at popular venues in Birmingham, including the NEC Birmingham, the ICC and Birmingham’s two live music arenas, Utilita Arena Birmingham and Resorts World Arena.

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Benjamin Griffiths, Director of Foodservice & Catering and Marc Frankl, Food and Beverage Director for Amadeus, celebrate the partnership outside Utilita Arena Birmingham

Marc Frankl, Food and Beverage Director for Amadeus, said: “We’re always looking for new partnerships to take our offering to the next level and we know Britvic will do just that.

“As a business we’re continually searching for new ways to drive innovation and reach our ambitious sustainability goals alongside our partners and we have lots of exciting new measures in the pipeline across our venues.

“Our new relationship means Britvic favourites will be served across our live events venue portfolio, giving customers even more variety and choice when it comes to soft drinks.”

Benjamin Griffiths, Director of Foodservice & Catering said “We’re delighted to enter this partnership with Amadeus and the NEC Group which will see our brands poured in some of the most iconic venues in the Midlands.

“We know that brands such as Pepsi MAX, Tango, and the London Essence Company’s premium tonics are the ultimate warm up acts to top talent and thanks to this new partnership we can help people enjoy life’s everyday moments.

“At Britvic we are committed to helping people make healthier choices and with innovation and sustainability embedded in our business strategy we are really excited to be working with Amadeus to be able to offer more choice and enhance the customer experience at the events.”

Amadeus, as part of the NEC Group, caters for seven million visitors a year at the NEC Group’s five world-class venues and more than 30 venues across the UK including visitor attractions, exhibition venues and conference centres.