AB InBev has been named Live Nationās exclusive beer and cider partner in the UK, securing a major platform for its brands across festivals, venues and outdoor music events.
Under the new agreement, AB InBev brands including Budweiser, Corona, San Miguel and Stella Artois will feature across more than 20 festivals, as well as all Academy Music Group venues. The estate includes major London destinations such as O2 Academy Brixton and O2 Shepherdās Bush Empire.
The partnership will also put AB InBev ācentre stageā at some of the UKās largest events, including Reading & Leeds Festival, TRNSMT, Glasgow Summer Sessions and Lytham Festival.
āMusic is a universal passion point for our consumers, and our brands have been part of music culture for decades,ā said Marcel Marcondes, global chief marketing officer of AB InBev.
āBeer is the perfect choice for live music experiences because itās 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.ā
Live Nationās global president of media and sponsorship Russell Wallach said AB InBev has a long track record of partnering with festivals and venues internationally and described the UK as a standout market for live music.
āThe UK has some of the worldās most passionate live music fans and legendary festivals,ā he said. āTogether, weāre committed to making those experiences even better for fans.ā
The companies said they will collaborate on strategy, creative and fan engagement to make beer and cider a more āauthenticā part of live music experiences, with Budweiser positioned at the forefront. Plans include curated drinks ranges, immersive brand activity, on-trade activations and digital integrations.
While the deal applies only to the UK, AB InBev and Live Nation said it reinforces their wider global relationship, which already spans activations across North America, Europe, Latin America and Asia.