Supplier Showcase Sadler's Ales

April 2019

While craft beer has massively grown in popularity over the past few years, it’s come as no great surprise to the master brewers at Sadler’s Ales.

Sadler’s Brewing Company, which began life in 1861, sits in the famous and industrial ‘Black Country’. Located only 20 miles from our hub of venues, including Arena Birmingham, Resorts World Arena and Stratford Racecourse we have worked closely with them to create a unique customer experience. In October 2018, we launched a 1920’s themed speakeasy bar at Arena Birmingham exclusively stocking Sadler’s Brewing Company products.

This includes ‘Peaky Blinder’ – a black IPA. The root of the company itself can be traced back to the time of the Peaky Blinders where the gangs back in 1900 regularly visited the Sadler’s Brewing Company pubs in Birmingham.

Supporting local suppliers on their journeys is an integral part of what Amadeus strive to achieve.

Marc Frankl, Food and Beverage Director at Amadeus, shares why history and locality are so important. “Sadler’s Brewing Company have over a hundred years of history and have that fine combination of an artisan brewery and delicious flavour profile. It really makes them stand out. They are a family owned business and many locals will know of them because they have been supplying many public houses around the local Midlands area.”

At Amadeus we’re all about partnership working with our suppliers. Ian King, Sales Director and Brand Ambassador for Sadler’s Brewing Company said, “We’re a medium sized business who are having a great relationship with Amadeus. Watching 17,000 people go through the door at an arena and enjoy our beers at the bar is special. We also have a spirit’s range and it’s great to watch them being enjoyed in the hospitality lounges. We have even created a distinct gin trolley to be used during special concerts. Its been wonderful developing ideas like this with the Amadeus team and ensuring we deliver a great service.”

Amadeus is proud to support Sadler’s Brewing Company who has a rich heritage built on core family values. We invest time and effort in bringing products from quality suppliers to our customers.

Where can I enjoy Sadler’s Brewing Company beers products?

• Stratford Racecourse – widely considered one of the country’s leading small jumps racecourses with 19 thrilling race meets throughout the year.
• Arena Birmingham – one of the busiest, large-scale indoor sporting and entertainment venues in the world and accommodates everything from music, sport and comedy, to family entertainment and live theatre.
• Resorts World Arena – the Midlands’ outstanding entertainment experience for artists and visitors alike. As one of the world’s top entertainment arenas, it hosts the world’s best comedians, sportspeople, singers, songwriters, dancers, daredevils and everything in between.