StadiumDBSpain: Brewery at new Bernabéu
source: StadiumDB.com; author: Paulina Skóra
The renovation of Santiago Bernabéu aims to make the venue extend beyond football. As stated by Florentino Pérez himself, they are striving to turn it into "the largest recreation and entertainment center in Europe." We've just learned another interesting detail about this endeavor.
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Brewery for stadium's needs
A beer factory will be established at the renovated Real Madrid stadium, producing beer to be sold during matches and other events at the venue. The brewery installation will be managed by the Madrid-based brand Mahou San Miguel. In an interview with Expansión, Alberto Rodríguez-Toquero, the company's CEO, assured that this project is a dream come true.
He also explained that the space will have a very visible
location, likely near the Honor Box of the stadium, in the area of Padre Damián.
The factory will produce beer directly inside the stadium, and although the exact inauguration dates are not yet known, Rodríguez-Toquero ensures that it will open soon and will be a unique space, setting a precedent. The Mahou San Miguel project is part of a series of renovations, and through these initiatives, Real Madrid aims to redefine the concept of the stadium, adding new value to the spectators' experiences. It is estimated that thanks to these and other initiatives, the new Santiago Bernabéu will generate around €400 million annually.
Mahou as a sponsor of Spanish sports
This new project aims to allow the Madrid beer brand to connect more closely with the city and the club itself. Additionally, in the dedicated beer sales space, there will be a gastronomic offer available during events. In fact, it will be one of the few stadiums in the world to have its own brewery.
Mahou's association with football is historical, and for good reason, as the brand sponsors a total of twelve Spanish teams. Moreover, just a few months ago, the company announced a €90 million investment to launch its own sports channel for bars in collaboration with the Spanish federation, with which it has a sponsorship agreement.
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