Top Drinks News and Marketing Campaigns: March

April 2019

The Drinks Business: Phoebe French

English sparkling wine Coates & Seely was announced as the new sponsor of The Jockey Club last month, which will see its wines poured at 14 of the club’s 15 racecourses.

The three year partnership was announced on 28 March and gives the home-grown fizz the pouring rights at 14 major British racecourses such as Aintree, Epsom and Newmarket which hold some of the biggest events in the British racing calendar.

As well as the punters themselves, Coates & Seely will also be offered to all winning owners and trainers after the races too.

At each race meet Coates & Seely will have an official presence as well in the shape of a classic 1952 British Leyland coach, liveried in green and off-white, and from which its wines can be sold to racegoers.

The bus, named ‘Albion’, was discovered by Nicholas Coates a mere three weeks ago in a barn near Brussels looking, “terribly forlorn”.

He recounted though that he had instantly “fallen in love” and all of his family had quickly become aware that there was “another woman in my life”.

He described Albion as looking like, “an aged diva or dowager,” that just needed some “care and attention and her hair done”, which was accomplished in record time to allow a maiden cruise around Belgravia and Saint James’s in London on 28 March. Her first race appointment will be at Newmarket in April.

The restored Albion

Commenting on the new partnership, Coates and Christian Seely, co-founders of Coates & Seely said: “We are delighted to have been appointed an official partner by the Jockey Club, which is a major accolade for our young brand. There are many qualities that connect fine wine with racing – not least the endless pursuit of form and quality and a love of celebration – and we greatly look forward to developing our activities across this wonderful portfolio of racecourses.”

Paul Fisher, chief executive of Jockey Club Racecourses, said: “It’s great to be working with Coates & Seely and we’re really looking forward to a prosperous partnership over the next three years. We look to support British producers on our menus and wine lists wherever we can and I’m sure our racegoers will be impressed with this sparkling wine. I know I am!”