AB InBev has been named the exclusive beer and cider supplier for Live Nation in the UK.
The deal will see AB InBev brands including Budweiser, Corona, Stella Artois and San Miguel sold at 20-plus festivals and venues.
They include Reading & Leeds, TRNSMT, Glasgow Summer Sessions and Lytham Festival, as well as at Academy Music Group venues including O2 Academy Brixton.
The partnership would see AB InBev’s brands – led by Budweiser –integrated into UK live music events through drinks sales, fan activations and digital engagement, according to the world’s largest brewer.
“Music is a universal passion point for our consumers, and our brands have been part of music culture for decades,” said Marcel Marcondes, global chief marketing officer of AB InBev. “Beer is the perfect choice for live music experiences because it’s the beverage of moderation and socialisation.
“With this new chapter in our long-standing partnership with Live Nation, our brands will have even more occasions to create unforgettable experiences for music fans.”
The deal builds on previous collaborations between AB InBev and Live Nation in other markets.
Russell Wallach, Live Nation’s global president of media and sponsorship, added: “AB InBev has been an incredible partner to music fans around the world across many Live Nation venues and festivals.
“The UK has some of the world’s most passionate live music fans and legendary festivals. Live music culture runs deep here, and together we’re committed to making those experiences even better for fans.”
AB InBev has secured the pouring rights from rival brewer Carlsberg, which first signed on as an official partner to Live Nation in 2017.
No comments yet