PSG News & Views
Glacéau Smartwater is the Official Water of The Boat Races
Glacéau Smartwater, the UK’s fastest-growing water brand, will be the Official Water of The Boat Races for the next three years after agreeing a partnership with The Boat Race Company Limited (BRCL) today.
BRCL is delighted to announce the partnership with the British brand, which is produced and bottled in Morpeth, Northumberland. It is the first time BRCL has partnered with a water brand. Alec Mellor, Marketing Director at Glacéau Smartwater said: “Boat Race day is an iconic event in the British calendar when the whole country takes note. We know Glacéau Smartwater fans enjoy watching all kinds of sports and it’s the perfect afternoon to spend time with friends. We look forward to a very successful relationship with BRCL.”
Glacéau Smartwater was launched in 2014 but is already worth over £30m in the UK, making it the fastest-growing water brand. It recently launched Glacéau Smartwater Sparkling – a lightly carbonated variant.
David Searle, Executive Director of The Boat Race Company Limited, said: “We are delighted to welcome Glacéau Smartwater as the Official Water Partner of The Boat Races."
“Like us, Glacéau Smartwater is a brand with its eyes on the future and the I look forward to seeing the refreshing approach they will bring to the Races, reflecting our desire to continue to evolve the event each year.”
“The brand shares our commitment to promoting Britain at its best and we look forward to our partnership developing over the next three years.”
The 163rd Boat Race and The 72nd Women’s Boat Race will take place on Sunday 2nd April 2017. The Women’s Boat Race will start at 16:35, with The Boat Race an hour later at 17:35.