announced its brand Henry Westons will once again be the ‘Official Cider of the Cheltenham Jazz Festival’ as it enters into the third year of its sponsorship deal.Henry Westons main attraction will be their very own VIP acoustic stage, “Henry Westons magnificently exceptional jazz sessions”.
To a backdrop of hay bales, traditional cider-making equipment and authentic cider barrels, the stage will showcase some of the star performers of the festival as well emerging artists.
With over 20,000 music fans getting in the festival swing every year, Cheltenham has become one of the country’s best known jazz festivals.
It is renowned for hosting a mix of international jazz icons and up-and-coming new artists.
Headliners for 2014 include Jools Holland, Jamie Cullum and Laura Mvula.
Other attractions include a feast of free outdoor music, a selection of food and drink stalls and fun family activities in Montpelier Gardens in the heart of Cheltenham.
Commenting on the sponsorship, Ian Lewis, head of marketing, said:
“Over the past 3 years we have really enjoyed building the relationship between Cheltenham Jazz Festival and Henry Westons and as we approach our final year of the sponsorship we intend to maximise our visibility both on site at the festival and in the off-trade arena.
“We hope the Henry Westons stage will be even more popular than last year with both the artists and festivalgoers and once again host some of the biggest names at the festival.
“The stage gives individuals the opportunity to experience intimate jazz sessions whilst sipping a pint of Henry Westons.
“To celebrate our relationship away for the festival ground, we have decided to create a promotion that unites the Henry Westons ‘exceptionally good character’ brand story with the ethos of Jazz.
“We are launching an on-pack consumer promotion, which gives Henry Westons fans the chance to win a trip of a lifetime to the birthplace of jazz, in the American State of New Orleans.
“Both the Cheltenham Jazz Festival and Henry Westons brand share a great passion for British heritage and tradition and we hope to continue this relationship in the future. ”
