Live Nation Strikes UK Beverage Partnership

Live Nation today announced AB InBev as its exclusive beer and cider partner in the United Kingdom, spanning festivals, venues, and outdoor shows, expanding on the existing global partnership with the Belgian-born drink and brewing company.

AB InBev brands include Budweiser, Corona, San Miguel, Stella Artois and more, which will now be available to music fans of legal drinking age at festivals like Reading & Leeds, TRNSMT, as well as outdoor shows including Glasgow Summer Sessions and Lytham Festival.

In addition to more than 20 festivals, AB InBev products will have a presence across all Academy Music Group venues, including O2 Academy Brixton and O2 Shepherd’s Bush Empire, two of London’s most renowned live music destinations.

This UK partnership between Live Nation and AB InBev builds on their long-standing global history, which includes music event across North America, Europe, Latin America and Asia.

Comments:

Marcel Marcondes, Global Chief Marketing Officer of AB InBev, “Music is a universal passion point for our consumers, and our brands have been part of music culture for decades. Beer is the perfect choice for live music experiences because it’s the beverage of moderation and socialization. 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.”

Russell Wallach, Global President of Media & Sponsorship, Live Nation, “AB InBev has been an incredible partner to music fans around the world across many Live Nation venues and festivals,” said. “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.”

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