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Newly announced main sponsor of European Capital of Culture makes kvass flow in the heart of Tartu

European Capital of Culture Tartu 2024 has partnered with its first main sponsor A. Le Coq. As a result of this collaboration, two special beverages for will be produced, which will be available in stores just before the European Capital of Culture opening ceremony on 26 January, 2024. This collaboration will also be celebrated in Tartu Town Hall Square with an event with free kvass, a live band, and a chance for everyone to dance.

Rahvamass Tartu 2024 maamärgi ümber.
22. Aug Kaidi-Lisa Kivisalu

According to Kuldar Leis, CEO of Tartu 2024 Foundation, this is one of the most significant and symbolic collaborations for the European Capital of Culture. “A. Le Coq is not only extremely important to the identity of Tartu and Southern Estonia but also one of the region’s largest cultural drivers,” Leis stated.

Festivities for the European Capital of Culture will feature two unique A. Le Coq products specially created to celebrate the title year: lemonade and beer, both inspired by the local tastes of Tartu and Southern Estonia. A. Le Coq’s operations follow environmentally friendly and sustainable development principles, which align with the core values of Tartu 2024.

“A. Le Coq’s beverage industry has deep roots in Tartu and is strongly connected to the local community,” said A. Le Coq’s CEO, Jaanus Vihand. “We’re proud to be a part of unveiling and showcasing the cultural landscape of Tartu and Southern Estonia to the wider world. A. Le Coq has long contributed to the preservation of traditional song and dance festival traditions but supporting Tartu 2024 allows us to take a significant step towards promoting a diverse culture in Tartu and Southern Estonia,” Vihand explained.

To mark the beginning of the collaboration, there will be an open kvass party with the brass ensemble Chills Brass on Tuesday, August 22, from 5 pm to 7 pm at the Tartu Town Hall Square near the Tartu 2024 landmark. While the new products are still in development, members of Tartu 2024 and A. Le Coq teams will distribute free kvass and invitations to the European Capital of Culture’s opening ceremony to the townspeople. Tartu 2024’s CEO Kuldar Leis, creative director Kati Torp, and A. Le Coq’s marketing director Katrin Vernik will also be there.

Organisers encourage people attending the kvass party to bring their own drinking cups to avoid using disposable dishes.

In addition to the beverage partnership, the collaboration agreement includes joint marketing activities and event organisation for the European Capital of Culture and A. Le Coq.