Cain’s Corners Capital of Culture

Liverpool is famous for a number of things, The Beatles, Cilla Black and, apparently, a football team. But thus far the city has not been well known for its culture or for its beer. Until now that is.

Liverpool is famous for a number of things, The Beatles, Cilla Black and, apparently, a football team. But thus far the city has not been well known for its culture or for its beer. Until now that is.

With the announcement that Liverpool will be the European Capital of Culture in 2008, the Cain’s beer brand, which has been based in the city since 1850, has fought off stiff competition to secure the rights to be the official beer of the event. “We have been negotiating this deal since the day Liverpool was announced as the Capital of Culture,” says Cain’s joint managing director Sudarghara Dusanj, who runs the company with his brother. “There are a lot of beer companies who wanted to be involved, but we are the local brewery and we believe that played a big part in the selection.”

Cain’s is putting £1m behind the sponsorship and its beer will be exclusively available at all the linked events over the next three years. The Dusanj brothers are also celebrating Cain’s recent ranking at number two in lads’ mag GQ’s “100 Best Things in the World” list.