Wednesday 11 June 2008 

Brains Ensures It Always Pours At The Cricket

SA Brain & Co Ltd has secured the pourage rights within the new international home of Glamorgan County Cricket Club, the SWALEC Stadium. And, after Brains installed fast pour ExacTap’s in all bars, the stadium can now boast to having the fastest pouring bars in Wales.
With pints poured between 3 and 5 seconds from the ExacTap, the SWALEC Stadium is the first venue in Wales to hold the world’s fastest beer dispense system.

Brains has installed the taps in all stadium bars, designed to provide fast-moving, high-volume beer sales. It pours each pint of beer accurately, resulting in less wastage and it pours consistently with a pre-measured head on each pint and to the exact serving size.

As Glamorgan Cricket’s draught partner, Brains is delighted that the taps are running out their pints in such a short amount of time. Brains’ link with Glamorgan Cricket dates back to 1891 when Joseph H. Brain was the team’s captain. Over the years Glamorgan Cricket and Brains have had a close relationship and both parties are delighted to be making Welsh history with Wales’s fastest serving stadium.

‘We are delighted that Brains will be served throughout this stunning stadium,’ said Richard Davies, Sales and Marketing Director. ‘As part of our marketing strategy we have taken the decision to associate ourselves with the best in Wales and this latest tie-in reinforces Brains’ position as Wales’ leading drinks and hospitality company.’
‘We enjoy similar rights in the Millennium Stadium and have experience of serving large sports crowds. Knowing what demand is like on match days, we installed innovative dispense systems in all three SWALEC stadium bars to ensure that visitors associate the brand with high quality and top-level service. With pints poured between 3 and 5 seconds we are confident that we can serve the capacity crowd of 16,000 in a timely manner. With an exciting season of international cricket still to come, including an Ashes test in 2009, the fast pour system will almost certainly be put to good use.’

Commenting on the fast pints, Glamorgan Cricket’s bowler Jason Gillespie said:
"We have so much to be proud of here at Glamorgan, a new Stadium, new players and now we are making history by pouring the fastest pints in Wales."

Glamorgan’s Hospitality Director, Craig Walsh added:

"The SWALEC Stadium has many attributes that sets it apart from other venues, giving it the reputation of being one of the finest venues here in Wales. Being able to serve our customers, professionally and efficiently is something that we are hugely proud of."