Beverage company Hartwall and the Turku 2011 Foundation, which is preparing for Turku’s year as a 2011 European Capital of Culture, have signed a main co-operation level agreement. Hartwall will be involved throughout the yearlong cultural programme, which will also include a production sponsored by the company. Hartwall’s Aura will also be the cultural capital’s official beer.
“Turku’s year as a European Capital of Culture will enliven the city and raise awareness of its magnificent history both in Finland and abroad. It will also generate a fantastic range of cultural events. We’re proud to be part of the Capital of Culture’s colourful and diverse programme, which will reach an extensive audience,” says Tuomas Kahri, Hartwall’s Head of Marketing and Communications.
“We’re especially proud that Aura beer will once again be able to participate in a significant year in Turku’s history. Aura beer returned to the market in 2004 in honour of the City of Turku’s 775th anniversary and will now be the Capital of Culture’s official beer for 2011,” Kahri adds.
Cay Sevón, Managing Director of the Turku 2011 Foundation, says that Turku is delighted to have Hartwall as a partner, as the company combines its longstanding traditions with a modern outlook.
“In its industry, Hartwall is also part of Finnish cultural history. The origins of many Hartwall products reach back decades. I’m delighted that Hartwall’s cooperation with us will raise awareness of Aura beer, which holds great significance for the people of Turku.
“Although Turku 2011 is based on a solid historical foundation, we are also looking to the future – and to the rest of the world. Turku’s new and innovative Capital of Culture programme will make good use of international cooperation and will bring visibility, enjoyment and a lasting benefit not only to Turku, but to the whole of Finland,” says Cay Sevón.
As part of the agreement, Hartwall and Hartwa-Trade’s products will be available at Capital of Culture events. Aura beer will also be dressing up in a new ‘Capital of Culture’ label from early 2010.
For additional information, contact:
Turku 2011 Foundation, Cay Sevón, Chief Executive Officer, tel. +358 40 7649 541
Hartwall Ltd, Tuomas Kahri, Head of Marketing and Communications, tel. +358 20 717 2220
Turku will be the European Capital of Culture in 2011 together with Tallinn, Estonia. The Capital of Culture year is being prepared by the Turku 2011 Foundation, as commissioned by the City of Turku. The Turku 2011 Foundation provides partial funding for the programme content. The total number of projects in the Capital of Culture programme will be around 150, and the number of individual events will be extensive. The main goals of the Capital of Culture year are to increase creative economy and cultural exports, strengthen internationality, and increase well-being. All actions are aimed at long-term impacts. The development of the 2011 programme can be followed at www.turku2011.fi > Programme.