Round two of the 2017 Six Nations tournament saw a fantastic result for England, and an equally exciting kick-off to Nottingham Rugby’s first annual Beer Festival which took place from Friday 10th to Sunday 12th March.

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As a long-standing supporter and IT partner of the Green and Whites, Air-IT were invited to sponsor and name a barrel of ale at the club’s very first Six Nations beer festival.

Not to miss an opportunity, the Air-IT Marketing team set out to bring a new idea to life. “Air o’ the Dog” seemed a natural choice – a direct play on our company name and in tune with the real ale theme of the event.

As a regular visitor to the office, the pet dog of our CEO and long-standing Green and Whites fan, Todd McQuilkin, seemed the perfect choice.

An English bull-dog called Rupert, our beer “brand” was further inspired and so “Rupert the Beer” was born.
Rupert the beer label image
Rupert has since gained significant exposure on social media, and is now the star of his own concept brand.

Despite its popularity, Air-IT will be sticking to our strengths in technology, and handing back our short-lived pursuit of beer to the real experts.

Nottingham Rugby Beer Festival 2017

Air-IT’s Marketing Director, Paul Judge and Account Manager, Alex Cook were pleased to attend the event and to try out the beers on offer, including a sample of ‘Air o’ the Dog’.

Described by brewer Hardy & Hanson’s as ‘A rich toffee flavoured beer bursting with fruity flavour’, ‘Air o’ the Dog’ AKA Old Trip was a roaring success with the crowds.

Showcasing over 80 barrels of ales and craft beers, the Festival ran from Friday evening and continued until Sunday with a number of activities taking place throughout.

Paul Judge, Marketing Director at Air-IT said:

“We were extremely pleased to support Nottingham Rugby’s first beer festival. As well as our sponsorship of the first team and Academy sides, it’s great to have a chance to come together and network with the club’s various sponsors and fans. The event was very well attended and a great success, and we’re very much looking forward to the next beer festival in 2018.”

Our relationship with Nottingham Rugby has gone from strength to strength over recent years; from man of the match sponsorship, to a full working partnership involving the development and support of their ICT operations since 2015.

As a keen supporter of local sports, we’re also proud sponsors of the first team kit shorts, Nottingham Rugby Academy and Player sponsor of Morgan Eames for the 2016/17 season, a role that we look forward to continuing this season and beyond.

Air-IT logo on Rugby shorts

Following on from the success of this year’s beer festival, which was attended by more than a 1000 visitors over the weekend, Nottingham Rugby hope to host future events, including another Six Nations Beer Festival in 2018.

Both on and off the pitch Air-IT are proud and excited to continue to support the club moving forward.