Heineken UK has been appointed as the official supplier of beer and cider to the Manchester (Manchester) Arena and other SMG Europe-operated entertainment venues in Newcastle, York, Manchester and Scunthorpe.  

A new seven-year supply agreement will see the UK's leading brewer and producer of cider  provide the venues with a range of draught and packaged ale, lager and ciders including John Smith's, Foster's, Heineken, Sol, Tiger, Strongbow and Bulmers. The contract was awarded by SMG Europe, the largest operator of indoor entertainment arenas in the UK with venues across Europe. The beer and cider supply agreement will also be extended to include the company's new Leeds Arena when the venue opens in 2013. SMG Europe has also concluded a parallel 7-year supply agreement with Heineken Ireland for the supply of beer and cider to the Odyssey Arena in Belfast.

Richard Bradbury, Regional Trading Director- Central, Heineken UK, said:  "The new agreement will provide an excellent showcase for our portfolio of leading long alcoholic drink brands and we are looking forward to working with the SMG team to ensure that our products add to the experience and enjoyment of visitors to the Manchester Arena and sister SMG venues in the North of England."

Ben Williams, Commercial & Marketing Director, at SMG Europe said: "The new deal with Heineken is an excellent fit, particularly for our music and comedy events. The opportunity to work with well regarded and established brands such as Foster's, Strongbow and John Smith's to enhance our visitor experience was instrumental in reaching this exciting new agreement. I'm confident our 2.5 million plus annual concertgoers will also be delighted with the new drinks offering!"