The European Capital of Culture Tartu 2024 has joined forces with its first main sponsor, A. Le Coq. In collaboration, two special drinks for the Capital of Culture will be created, available for purchase from stores just before the opening ceremony of the European Capital of Culture on January 26, 2024. To celebrate the beginning of this partnership, a free kvass event will be held in Tartu’s Town Hall Square, accompanied by a band.
According to Kuldar Leis, the head of Tartu 2024, this is one of the biggest and most symbolic collaborations for the Capital of Culture. “A. Le Coq is extremely important to the identity of Tartu and Southern Estonia, and it’s one of the significant cultural drivers of this region,” Leis stated.
During the European Capital of Culture celebrations, two special A. Le Coq products will be available for enjoyment to mark the special year: a Capital of Culture lemonade and beer, inspired by the local flavors of Tartu and Southern Estonia. A. Le Coq follows environmentally friendly and sustainable development principles in its operations, which align with the core values of Tartu 2024.
“A. Le Coq’s beverage industry roots are deeply embedded in Tartu and connected to the local community,” said Jaanus Vihand, the head of A. Le Coq. “We are proud to be a part of showcasing the culture of Tartu and Southern Estonia to the world. A. Le Coq has always contributed to preserving the traditions of heritage, song, and dance festivals, but supporting Tartu 2024 provides an opportunity to take a significant step towards promoting diverse culture in Tartu and Southern Estonia,” Vihand explained.
To mark the beginning of this partnership, an opento public kvass event will be held on Tuesday, August 22, from 5 to 7 PM at the cultural landmark in Tartu’s Town Hall Square, featuring the brass ensemble Chills Brass. While new products are still being developed, members of the Tartu 2024 and A. Le Coq teams will distribute free kvass and invitations to the European Capital of Culture opening ceremony to the people of the city. Among others, Tartu 2024’s leader Kuldar Leis and creative director Kati Torp, as well as A. Le Coq’s marketing director Katrin Vernik, will be present.
Organizers encourage people to bring their own drinking cups to the kvass event, promoting environmentally conscious consumption.
In addition to the beverage partnership, the collaboration agreement includes joint activities in marketing and event organization for the Capital of Culture and A. Le Coq.