Someone pop the champagne…. or at least open up a can or two. The UK arm of Carlsberg, along with live entertainment company Live Nation, have confirmed the two parties have signed a 5-year contract across a range of UK festivals.
The deal will continue to see Tuborg lager as the official lager of Wireless Festival, Global Gathering and Download Festival, along with many others. Somersby Cider, part of Carlsberg’s portfolio, will be the ‘official cider’ of the events.
In response to the new deal, UK Tuborg Brand Manager Gurdeep Saini said “Music is in Tuborg’s DNA and Live Nation’s UK festivals represent an immense opportunity for us to drive brand awareness amongst consumers through pouring and activation rights …. This year’s supporting activity has already seen thousands of people enjoying Tuborg Town – the brand’s festival experience at Hard Rock Calling and Yahoo! Wireless festival in 2013”
To buy tickets to Live Nation events, then head over to Ticketmaster here.