Purity is heading to MIPIM

Date: 1 Mar 2019


A true taste of Warwickshire will be heading to one of the largest property events in the world in France later next month.

Beers brewed by Purity Brewing Co – partners of Wasps Rugby and Ricoh Arena – will be served in the business lounges at MIPIM, the largest property development and investment show in the world.

The Alcester-based brewery teamed up with Wasps and Ricoh Arena in 2015, and its beers are served throughout the ground at every Wasps home game.

It is hoped Purity’s beers, such as ‘UBU’ and ‘Mad Goose’, will help boost the profile of Coventry and Warwickshire at this year’s event.

Coventry and Warwickshire MIPIM Partnership is made up of around 20 private-sector companies and organisations who help finance the area’s presence at the event.

Purity Co-founder Paul Halsey said: “Our partnership with Wasps and Ricoh Arena has been very successful so far and we are really pleased they have introduced us to the MIPIM Partnership.

“It’s great that our beers will be served at MIPIM so that people from around the world can experience what we’re all about. If we can increase the profile of our county while we’re there, so much the better.”

Wasps will be at the four-day show with two members of staff and a first-team player, to help promote the investment opportunities which lie in the region.

Chris Bell, Head of Partnership Delivery at Wasps, said that shipping Purity beers out to the show for visitors to enjoy was a great way to boost the region’s profile.

He said: “We can’t wait to bring the taste of Purity to France at MIPIM this year. Purity Ale has proved extremely popular on match-days and with visitors to Ricoh Arena for concerts and the range of business events we host, so we thought it was about time visitors to MIPIM got to experience them too.

“We think giving visitors a taste of Warwickshire is a great way to promote our region.”

Coventry and Warwickshire is part of a large Midlands UK delegation at the show which attracts around 30,000 industry professionals.