SHS Drinks has been announced today as an Associate Partner of The Jockey Club. With a heritage rooted in iconic brands, SHS Drinks is one of the most successful independent manufacturers of premium alcoholic and soft drinks with its brands including Shloer, bottlegreen and WKD.
The association between SHS Drinks, which is based just outside Cheltenham, and The Jockey Club began in 2011, when the company first sponsored the Grade Two Shloer Chase at The November Meeting.
As part of the new Associate Partnership, the Shloer Chase, which has been won by great names such as Sprinter Sacre, Put The Kettle On and Jonbon, will be moved to the Friday of The November Meeting, Countryside Day, having been previously been run on the Sunday.
The renewal of its partnership with The Jockey Club and its elevation to Associate status will see increased brand activation of Shloer at The November Meeting and of bottlegreen in The Orchard at The Cheltenham Festival.
In addition, the WKD brand will be actively promoted at INVADES student days across Jockey Club Racecourses.
Ian Renton, The Jockey Club’s Managing Director of Cheltenham Racecourse, said: “It has been a tremendous pleasure to work with SHS Drinks for well over a decade and we are thrilled to announce this Associate Partner agreement today, which extends and enhances the company’s brand presence at Cheltenham and across Jockey Club Racecourses.
“After discussions involving SHS Drinks, it was decided to move the Shloer Chase from the Sunday of The November Meeting to the Friday.
“We feel that this should both raise the profile of the race itself and strengthen The November Meeting as a whole across the three days, with the Shloer Chase now headlining Friday’s card alongside the Paddy Power Gold Cup taking centre stage on Saturday and the Unibet Greatwood Hurdle being the highlight on Sunday.”
Karen Salters, Group Chair of SHS Group, added: “Shloer is a household favourite brand in the run-up to Christmas so the November meeting is the perfect occasion to connect with racing enthusiasts through the Shloer Chase.”
