Pinkpop Festival chief Jan Smeets celebrated this year’s 62,000 per day sellout with a beer.
In fact he could be seen doing it on most street corners in the Limburg area as Brand – the local brewer and a major festival sponsor – had posters of him holding a glass on large advertising hoardings.
"I think I was cheaper than an actor or a model," Smeets told Pollstar after the event the Guinness Book of Records lists as being the oldest annual festival in the world sold out for the 18th time in its 38-year history.
The only act not to show was Amy Winehouse, who has admitted to being partial to a beer or two herself, which left the organisers somewhat mystified as her crew and equipment managed to make it.
Krezip, a local band based at nearby Tilburg, stepped into the slot and drew thunderous applause for its own version of her hit, "Rehab."
Acts on the May 26-28 event included The Smashing Pumpkins, Linkin Park, Scissor Sisters, Iggy & The Stooges, Arctic Monkeys, Korn, Snow Patrol, Dave Matthews Band, Muse, and Marilyn Manson.