Budweiser will take its association with music to the next level when it launches a new experiential marketing campaign in the UK this month.
As part of its Global Music Series, the brand will embark on a series of on-trade and off-trade activity designed to extend the summer’s live music opportunities, focusing on encouraging music fans to share unforgettable live music events this autumn in nine venues across the UK – from Glasgow to Southampton.
Each venue has been hand-picked by Budweiser after a nationwide search to find locations with particular music heritage. At each venue, Budweiser will be activating great live music events and promotions during the autumn to offer consumers unique music experiences, and to drive the brand’s association with music in new and innovative ways.
For the off-trade channel, Budweiser will be distributing cross-retail money-off coupons, redeemable against a range of Budweiser products from a single 660ml bottle up to 20-count 300ml bottle packs.
Budweiser senior brand manager Isabelle Maratier said: “Budweiser has made a firm commitment to music in recent years, but we wanted to take our association with music to the next level this year – helping to inject excitement into the lager category around music and recognise the people whose passion fuels it all: the fans.
“Live music is a key volume driver for beer in all sectors, bringing people together for an experience often enjoyed with a pint. By partnering with authentic music venues, Budweiser wants to bring more of these epic music moments to fans, and enhance their experience in-venue. We can’t wait to bring this activation to gig-goers nationwide this autumn.”
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