The deal with HEINEKEN extends until 2017 and promises to offer supporters an improved experience at Ewood Park.
Greg Coar, Head of Commercial and Marketing said: “Our aim is always to improve the fans’ enjoyment of coming to Ewood. The choice, quality, speed of service and price of the beer on offer is often an important part of that.
"We believe the choice of brands that HEINEKEN offers, plus the investment in updating the dispensing of their products, will ensure the concourses, executive lounges and Blues continue to provide a fantastic service for our guests and supporters.
"Foster's, one of HEINEKEN's main brands in the UK, will continue to be the main lager on offer. Like most stadiums, over 80% of our sales mix is lager, so it makes sense to go to source as it were.”
John Smith's Extra Smooth will be the main bitter available throughout the stadium – though cask ales, such as Deuchars IPA and Theakston Lightfoot are available in Blues.
Premium lagers such as Amstel, Kronenbourg 1664 and Heineken® – will also be available along with a full range of packaged beers and ciders – depending on where you are in the stadium.
Extensive marketing support and new beer pouring facilities, such as a Foster's ‘buffet bar’ trialling on the Riverside concourse, also form an important aspect of the deal.
The club would like to thanks Daniel Thwaites for an excellent and supportive relationship over the last 7 years.