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TRADE NEWS
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Lapin Kulta the official beer of the World Championships in Athletics 2005Hartwall will supply all alcoholic beverages for the Championships
Hartwall and its main brand Lapin Kulta
have signed a national partner agreement with the World Championships
in Athletics 2005. As a result of this contract Lapin Kulta will be the
official beer of the Championships. Hartwall's beverage supply
agreement covers, in addition to Lapin Kulta beer, all alcoholic
beverages sold or served at the event. Besides Finland, Hartwall's
sphere of operations also includes Sweden and Estonia.
 Hartwall
has the experience and expertise to supply the drinks for any large
event and this is something the event organiser appreciates. In the
past Hartwall has successfully handled the beverage supply of, for
example, the European Championships in Athletics in 1994. Lapin Kulta
was a national partner at those Championships as well. The World
Championships in Athletics are a natural extension to the involvement
of Finland's only international beer brand.
"The World Championships in Athletics held in Helsinki will be the
world's most important and most watched sporting event of the year. It
is a wonderful opportunity to be part of such a huge event," says Mika
Seitovirta, Managing Director of Hartwall.
"Our main brand at the Championships is Lapin Kulta beer. It is very
natural for Lapin Kulta, which comes from the north and has
experienced international success, to be part of this event that will
put Finland and Finns on the world map in a unique way. It is also very
important for us to be there to not only support Finnish athletics but
to promote a positive atmosphere," Seitovirta says.
Lapin Kulta is Finland's best-known beer and its only international
beer brand that is exported to Sweden, Norway, Denmark, Russia, the
Baltic countries, as well as the UK, Germany, France and Italy, among
others. Lapin Kulta is internationally recognised in other ways too:
for example, in 2000 it won the gold medal in London in the Premium
Lager series. In an extensive blind taste test carried out in Norway
this spring, Lapin Kulta attained first place in the import beer
category.
In addition to Lapin Kulta, the national partner contract between
Hartwall and the organiser of the World Championships in Athletics also
covers other alcoholic beverages sold by Hartwall, i.e. Upcider ciders
and the RTD drink Hartwall Original Gin Long Drink as well as wines and
other alcoholic beverages sold through Hartwall's subsidiary,
Hartwa-Trade. The drinks will be sold at all licensed premises run by
the organiser of the Championships: at the Olympic Stadium, in the
games area surrounding the stadium, numerous VIP areas, in the
Athletes' Village in Otaniemi as well as at the Championships' media
centre.
"The World Championships in Athletics is the single biggest event for
which we are supplying drinks this summer. Sales will be on par with
those at Finland's biggest festivals. We will be delivering 20
truckloads of beverage vending equipment," Seitovirta says.
Lapin Kulta will also feature prominently in the Greater Helsinki
Area's cityscape during the Championships in the form of outdoor
advertising. Before the event Lapin Kulta is running a promotion where
consumers have a chance to win tickets to watch the games. This summer
new Lapin Kulta packaging carrying the Championships' logo will also be
on sale in Sweden.
For further information please contact:
Hartwall Ltd, Managing Director Mika Seitovirta, tel. +358 20 717 2328
or Communications Manager Agneta Selroos, tel. +358 20 717 2515
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