Cains seals Tate sponsorship tie
Cains, the Liverpool brewer, is to become the official beer of three Tate galleries in a three-year sponsorship deal.
The tie-up is part of Cains' strategy of associating itself with the
arts and extending its distribution beyond Merseyside. It will give the
brewer exposure to the estimated 6m people who visit Tate Britain, Tate
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Modern and Tate Liverpool each year.
Last year, Cains signed a £1m deal to be an official sponsor of
Liverpool's year as European Capital of Culture in 2008. In August, it
unveiled plans to make its 300,000ft2 site in the city into an art
gallery for one month a year.
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