Bavaria have extended their partnership agreement with Derby County for the 2021/22 season.

Based locally, Bavaria are now in their sixth season as a club partner and as part of the agreement their brand will continue to be visible at Pride Park Stadium throughout the campaign across the club’s digital and static advertising platforms.

Their premium and alcohol-free beers are on sale in the kiosks located around Pride Park Stadium, as well as in the hospitality areas and the Fans Park outside the Toyota West Stand.

In addition, Bavaria’s logo will proudly take pride of place on the front of the players’ match shirts for Derby County’s Under-23s in Premier League 2 - Division 1 throughout the season.

About Bavaria

Bavaria has a long history stretching all the way back to 1719. Through the marriage of Brigitta Moorees and Ambrosius Swinkels, the brewery started its journey.

Throughout its history, the Swinkels family have managed to evolve and adapt to the ever-changing environment it finds itself in. One pivotal moment came in 1925 when the decision was made to change to bottom-fermenting beer (pilsner), even though top-fermenting beer was much more common. This decision turned out to be a major milestone in the brewery’s history, which ultimately secured its future.

Continuously owned by the Swinkels family, the craft of brewing beer has been passed on from one generation to the next. They have guaranteed the consistency and quality of our beer for the past three centuries and are currently in the seventh generation of the Swinkels family to run what is now an international brewery business.

Whether you want a Bavaria Premium or prefer an alcohol-free option, Bavaria cater for all needs and tastes. One thing is for certain, the popularity of their 0.0% offering is growing at a rapid rate.

Bavaria’s Products

Bavaria 0.0% is 100% non-alcoholic pilsner undergoes an exceptional brewing process and has an authentic and unmistakable beer flavour Bavaria 0.0% Original has a distinct beer flavour: malt and sweet of the various types of malt used. The aroma is slightly hop-like, malty and fruity. The aftertaste is a smooth malty sweetness and pleasant bitterness. Bavaria 0.0% has a strong bite in the aftertaste, without alcohol. Brewed with the best ingredients and natural mineral water from Bavaria's own spring.

Bavaria Shandy is a thirst-quenching soft drink with a little addition of pilsner. The proportion of pilsner to lemon & lime drink is 1:4. Bavaria Shandy has an alcohol percentage of just 0.9%! Light-coloured, clear, refreshing and light, with a character of lemon & lime with a light beer flavour in the background.

Bavaria 0.0% Wit is a refreshing non-alcoholic white beer based on natural ingredients and natural mineral water from Bavaria's own spring. Light in colour, cloudy, with a typically mild wheat character and a pleasant bitterness. A refreshing mixture of fruity and spicy tones on the nose typify Bavaria 0.0% Wit.

Bavaria Premium is a clear pilsner that is easy to drink, with a pleasant, slightly bitter aftertaste. Bavaria Premium is a clear, light-coloured pilsner, natural, containing nothing more than barley malt, wheat and hop. Refreshing, fruity and hop-like, with a beautifully balanced full flavour. An accessible and pure pilsner brewed with the best ingredients and natural mineral water from Bavaria's own spring.

Derby County’s Chief Executive Officer, Stephen Pearce, said: “We’re delighted to enhance our long-standing partnership with Bavaria to now include their support towards the club’s Academy, and particularly the Under-23s squad.

“Needless to say, but aligning the Bavaria 0.0% brand with the younger players health and wellbeing presents an ideal platform for the club to further the responsible drinking message to its local, regional and national fanbase.”

Managing Director of Bavaria UK, Rob Page, said: “We are immensely proud to be partnering with Derby County. It is not only about being able to support the club but that we are able to bring a message of responsible drinking to its fans and wider community.

“Our partnership with the Academy is hugely important to us, as being able to support and reinforce the message of the significance of peoples physical and mental health, fitness and nutrition, form the basis of our Bavaria 0.0% message. Nurturing the next generation of player and fan, to one that is happy and healthy, is something that we are extremely proud of.”

For more information and to keep up to date with all things Bavaria, please visit their Facebook page @Bavaria.unitedkingdom or follow them on Instagram @Bavarizero.