Elior has teamed up with Camra to give football fans at Brighton & Hove Albion a taste of regional real ale tailored to each match.
The caterer's sports stadia division Azure has partnered with the real ale campaign group to make sure a local brew from each away team playing at the new stadium is available for supporters during their matches. For home fans, the beer will come from local brewery Harveys.
The Championship club will create a beer league table based on sales at the Seagulls' ground, which hosted its first match last week, to find out which ale is the fans' favourite brew.
Azure has also given the food offer a regional focus by working in partnership with local Sussex suppliers.
Elliott Moore, Elior general manager (catering), said: "It's the whole experience that matters and we want to ensure that fans really taste victory on and off the pitch.
"Quality food and drink is key to our offer so as well as our focus on local ales, we're working in partnership with local baker Joanna Philips from Piglet's Pantry to create our own Albion Pies, which will be baked on-site and presented in an attractive Albion-branded box."
Gourmet burgers, Sussex sausages, and street food will also be on offer at Brighton's 15 kiosks, with a strong focus on healthy options.
As well as match-day kiosk catering, Azure will provide hospitality catering both on match days and for events such as weddings, conferences, banquets and exhibitions on non-match days.
By Janie Stamford
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Published by: The Caterer