New 2021 partnership with UK festivals set to create Hard Seltzer experiences for hundreds of thousands of consumers

Fountain Beverage Co.’s Hard Seltzer, the alcohol infused sparkling water, has announced it has plans to support growth of the UK hard seltzer category and its brand over the next three years, through the commencement of a multi-million-pound investment campaign to spearhead awareness of the category amongst target consumers.

As part of a three-year strategy, Fountain is announcing a new partnership with six of Live Nation UK’s premier music festivals. The partnership will see Fountain as the Official Hard Seltzer Partner across Reading & Leeds, Creamfields, Parklife, TRNSMT, and Warehouse Project. The agreement marks the first hard seltzer partner for the participating festivals.

Founded in the U.S., it’s arrival to the UK market in August 2020 has seen the brand grow quickly, and it is keen to continue on this trajectory by launching Fountain and hard seltzer in experience-led occasions, which are already seeing a significant boom in bookings as restrictions ease.

The partnership will see Fountain provide branded bars on-site, as well as digital activations and on- screen ads across all festival events, in order to reach almost three quarters of a million consumers in 2021 alone, and drive the brand-in-hand through experiences.

By focusing on opportunities to reach consumers across the late night, music and third space environments, Fountain will be harnessing the partnership to support the understanding around premium hard seltzers, what they look and taste like, as well as the occasions that they can be enjoyed in.

Innovation is another key area in which the hard seltzer brand, which comes in 12 flavours, will focus over the coming months, with plans to explore new seasonal and occasion-led exclusives. The company will also be expanding into other categories within elevated refreshments such as mixers, soft drinks, and sports beverages.

Fountain Hard Seltzer UK Partner, Jon Hamm, said: “As a successful start-up in the U.S we are delighted by the momentum of Fountain in the UK. There is a huge amount of potential here as hard seltzer is still an emerging category. Whilst the market is dominated by the bigger brands, it’s clear to us that there is a lot of room for a more premium product focused on providing the consumer with a better all-round experience. Our goal is to bring a breath of fresh air to the market and create a top-quality product for a more conscious consumer, without compromising on flavours and choice, all whilst keeping it fun.

“Our partnership with the festivals is a strategic way to kick off our campaign to drive awareness amongst key consumers and educate on what hard seltzer can be, through brand-in-hand moments and experience led occasions. We are taking this opportunity to cement ourselves as the hard seltzer for events and festivals across the UK.”

“It’s going to be an epic summer as we celebrate the return of live music and we’re delighted Fountain will be with us to mark the momentous occasion,” said Jay Williamson, VP of Alcohol and Beverage Partnerships, Live Nation UK. “Hard seltzer has already proven its credentials as an exciting, new and emerging drinks category in the US, we look forward to introducing UK festival fans to Fountain Hard Seltzer this upcoming season. It’s a smart and natural alignment for us and festivals will provide a powerful platform for Fountain to reach influential and engaged audiences as they grow in the UK.”

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